Brand Tone

Warm & Personal, Dreamy & Inspirational, Artistic & Passionate, Confident & Empowering, Ethical & Mindful

Brand Values

• •Meaningful Self-Expression
• •Craftsmanship & Quality
• •Individuality & Uniqueness
• •Joy & Confidence
• •Sustainability & Ethical Production
• •Connection & Journey

Best Practices

• •Embrace Storytelling: Weave narratives around the inspiration behind collections, the crafting process, or how a piece can be part of the customer's personal story. This reinforces the 'meaningful' and 'personal' aspects of the brand.
• •Use Warm and Inclusive Language: Employ words like 'beautiful,' 'dreamer,' 'your journey,' 'cherished,' and 'love.' Address the audience directly and personally, especially in social media and email, mirroring Caro's approachable style.
• •Highlight Craftsmanship and Uniqueness: Consistently mention 'handcrafted,' 'small batches,' 'unique design,' and the quality of materials (e.g., '18k gold vermeil,' 'sustainable brass') to underscore the value and artistry.
• •Focus on Emotion and Empowerment: Connect the jewellery to feelings of joy, confidence, self-expression, and inner strength. Frame products not just as objects but as enablers of these positive emotions.
• •Maintain Visual and Verbal Cohesion: Ensure that the language used aligns with the dreamy, minimalist, and artistic visual aesthetic of the brand across all platforms. The words should feel as carefully chosen and crafted as the jewellery itself.

Social Perception

High Quality & Beautiful, Unique & Special, Meaningful & Cherished, Trusted & Good Service, Sustainable & Thoughtful

Copy Examples

• •Instagram Post (Image: Close-up of a delicate gold necklace on a model): 'More than just gold, it's a whisper of your strength, a glint of your dreams. Our handcrafted pieces are made with love, to be a cherished part of your unique story. ✨ #CarolinaRuizJewellery #MeaningfulAdornment #HandcraftedMagic'
• •Facebook Ad (Carousel showing various pieces): 'For the dreamers, the believers, the quietly confident. Discover Carolina Ruiz Jewellery – minimalist designs born from passion, crafted in Australia to celebrate your individuality. Each piece holds a story. What will yours be? Shop now and find your magic. #CRJewellery #DreamersAdorned #MinimalistElegance'
• •Product Description (for an initial necklace): 'Carry your story close. Our 18k gold vermeil initial necklace is more than a beautiful accessory; it's a personal emblem, a quiet reminder of what makes you, you. Handcrafted with love in small batches, because you deserve something as unique as your journey. #PersonalJewellery #HandcraftedWithLove #InnerStrength'
• •Email Newsletter Snippet (Announcing a new collection): 'Hello beautiful dreamer, I've poured my heart into creating something new, just for you. Inspired by [mention inspiration, e.g., 'the quiet strength of desert blooms'], this collection is designed to bring a touch of joy and confidence to your everyday. Be the first to explore pieces made to be cherished. [Link] With love, Caro and the CRJ team. #NewCollection #JewelleryForDreamers #MadeSlowly'
• •TikTok Video Caption (Caro showing how to style a hairpin): 'Ditching the ordinary for a little bit of handmade magic! ✨ My Pinchos are designed to make you feel effortlessly elegant and confident. Here’s a quick way to elevate your look! What do you think? Let me know in the comments! 👇 #HairJewellery #HandmadeHairpin #EffortlessStyle #SmallBizAU #CRJewellery'