Brand Tone

Elegant, Sophisticated, Passionate, and Authentic

Brand Values

• •Craftsmanship & Quality
• •Sustainability & Responsibility
• •Family & Tradition
• •Transparency
• •Innovation & Creativity
• •Joie de Vivre & Casual Luxury
• •Emotional Connection

Best Practices

• •Embrace "Masterpiece" Language: Consistently weave in words like "masterpiece," "handcrafted," "artistry," "excellence," and "refined" to reinforce the core brand identity and the Italian meaning of CAPOLAVORO.
• •Highlight Sustainable Luxury: Always integrate messaging about sustainability – "2nd Life-Cycle Gold," "ethically sourced gemstones," "conscious creation," "responsible luxury" – to appeal to the values-driven consumer and underscore a key brand pillar.
• •Infuse Passion and Emotion: Use evocative and warm language that speaks to "joie de vivre," "dreams," "love," "passion," and "memories" to connect with customers on an emotional level, making the jewellery feel personal and significant.
• •Maintain Transparency and Authenticity: Clearly state "Handmade in Germany," mention the family-run heritage, and be open about materials and processes. This builds trust and reinforces the brand's authenticity.
• •Balance Elegance with Accessibility (Casual Luxury): While the tone is sophisticated, ensure the language remains inviting and speaks to "casual luxury." Avoid overly technical jargon unless explaining specific quality aspects (like in a jewellery lexicon). The aim is to make luxury feel attainable and wearable.

Social Perception

A High-Quality, Luxury Brand, Ethical and Sustainable, Trustworthy and Transparent, Innovative and Creative, Rooted in Tradition but Modern

Copy Examples

• •At CAPOLAVORO, a masterpiece is more than a jewel; it's a whisper of passion, handcrafted in Germany to last generations. Discover the art of sustainable luxury, where every piece tells a story of family heritage and innovative design. Wear your dream.
• •Introducing 'Aura' – a radiant new collection where light dances with ethically sourced gemstones. Each CAPOLAVORO piece, a testament to German craftsmanship and our family's dedication to sustainable beauty. Let your inner light shine. ✨ #CapolavoroAura #SustainableLuxury #HandmadeJewellery #Masterpiece
• •Begin your forever with a CAPOLAVORO. Handcrafted with passion in our German manufactory, our engagement rings blend timeless elegance with individual expression. Made with recycled gold and conflict-free diamonds, your symbol of love will also be a testament to conscious luxury. Design your dream, together. #CapolavoroLoveStory #EthicalEngagement #GermanCraftsmanship
• •CAPOLAVORO: Where Italian inspiration meets German precision. Since 1991, our family has passionately crafted fine jewellery masterpieces, blending sustainable practices with innovative design. Experience casual luxury, handmade with love and transparency in our Ammersee manufactory. This is more than jewellery; it's a legacy.
• •Hold your dearest sentiments close with our 'Love Message' locket. A true CAPOLAVORO, exquisitely crafted from 18k recycled gold and adorned with a scintillating diamond. Inside, a secret space awaits your personal inscription – a timeless treasure, handmade with passion in Germany to carry your story. #WearYourStory #CapolavoroMasterpiece