Brand Tone

Elegant & Sophisticated, Nostalgic & Story-driven, Conscious & Ethical, Approachable & Passionate, Unique & Individual

Brand Values

• •Sustainability
• •Craftsmanship & Quality
• •Timeless Style with a Modern Twist
• •Individuality & Storytelling
• •Accessible Luxury

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal words (e.g., elegant, nostalgic, conscious, unique), "words to use," and "words to avoid." This ensures anyone writing copy understands the desired voice.
• •Prioritize Storytelling: Weave the brand's narrative – the discovery of vintage pieces, the upcycling process, the London heritage, Maxine's passion – into product descriptions, social media, and "About Us" sections. This reinforces authenticity and connects with customers emotionally.
• •Emphasize Core Values Consistently: Ensure that keywords related to sustainability (recycled, upcycled, conscious, eco-friendly), craftsmanship (handcrafted, London-made, quality materials), and vintage inspiration (timeless, heritage, reimagined) are naturally integrated across all platforms.
• •Maintain Visual & Textual Cohesion: The elegant and slightly nostalgic tone of the copy should be mirrored by the visual branding (photography style, website design, social media aesthetics). This creates a harmonious and memorable brand experience.
• •Engage Authentically: When interacting with customers online (comments, reviews), maintain the established brand tone – be polite, appreciative, and informative, reinforcing the brand's passion and commitment to quality and sustainability.

Social Perception

Positive Quality & Value, Appreciation for Design, Trusted for Gifting, Growing Awareness of Sustainability, Minor Quality Control/Packaging Issues

Copy Examples

• •Instagram Post (Image: Close-up of a delicate gold vermeil necklace with a vintage charm): Whispers of the past, reimagined for today. ✨ Each charm in our Vintage Collection carries a unique story, carefully handcrafted in London from recycled sterling silver and lustrous 18k gold vermeil. Discover a piece of history, made sustainably yours. #CaramelVintageLondon #SustainableLuxury #VintageInspired #HandcraftedJewellery #TimelessElegance
• •Facebook Ad (Carousel showing different upcycled earrings): Don't just wear jewellery, wear a story. Our artisans in London breathe new life into forgotten vintage treasures from the 60s to 90s, upcycling them into stunning, one-of-a-kind earrings. Sustainable style that's as unique as you are. Shop Caramel Jewellery London and get 20% off your first order! #UpcycledJewellery #VintageModern #EthicalFashion #LondonDesign #CaramelJewellery
• •TikTok Video Caption (Video: Fast-paced montage of someone unboxing and trying on a chunky, maximalist vintage chain): Unbox timeless style with a conscious heart ♻️💖 Our maximalist vintage chains are upcycled in London, blending forgotten treasures with bold, contemporary flair. Make a statement that’s both luxurious and sustainable. #CaramelVintage #ChunkyChains #SustainableStyle #MaximalistJewelry #ReworkedVintage
• •Product Description (For a delicate gemstone bracelet): Embrace delicate sophistication with our Amara Gemstone Bracelet. Handcrafted with recycled sterling silver and featuring ethically sourced gemstones, this piece offers a touch of understated vintage charm. Designed in London, it’s a timeless treasure perfect for everyday elegance or a thoughtful gift. #DemiFineJewellery #RecycledSilver #EthicalGemstones #DaintyJewellery #CaramelLondon
• •Email Newsletter Snippet (Highlighting a new collection): Introducing 'The Reimagined Hoops' – where classic design meets conscious creation. Each pair is handcrafted in our London studio, giving new life to original vintage elements. Discover jewellery that not only tells a story but also helps reduce waste, making sustainable luxury accessible. Explore the collection and find your unique piece. #VintageReimagined #SustainableLuxury #CaramelJewelleryLondon #HandmadeInLondon #ConsciousConsumer