Brand Tone

authentic, artistic, and nature-inspired. It is also personal and rooted in local heritage

Brand Values

• •Artisanal Craftsmanship
• •Inspiration from Nature and Heritage
• •Authenticity and Storytelling
• •Quality and Customer Satisfaction
• •Community and Local Connection
• •Family-Run Business

Best Practices

• •Embrace Evocative Language: Use descriptive words that paint a picture of Orkney's nature, weather, and heritage. Think windswept, ancient, shimmering, hand-forged.
• •Tell the Story: Every piece has an inspiration. Share it. Whether it's a specific location, a historical tale, or a natural phenomenon, weave the narrative into product descriptions, social media, and blog posts.
• •Highlight Handcrafted and Orkney Made: Consistently reinforce the artisanal quality and the unique provenance of the jewellery. This is a key differentiator.
• •Maintain a Personal and Passionate Voice: Let Celina's passion for her craft and for Orkney shine through. Use I and we where appropriate to foster a connection with the audience.
• •Visual Consistency: Ensure that the tone of the copy is mirrored in the visual elements used (photography, website design). The imagery should also evoke the natural beauty and artistic spirit of Orkney.

Social Perception

beautiful, high-quality, and unique handcrafted jewellery deeply rooted in the Orkney Islands

Copy Examples

• •Capture the wild heart of Orkney's shores. Our Sea Motion Pendant, handcrafted in sterling silver, mirrors the ever-changing dance of the waves against our ancient coastline. Wear a piece of the island's untamed spirit.
• •Whispers of the wind over Yesnaby cliffs, translated into silver. ✨ Our latest creation, the 'Clifftop' ring, is born from those breathtaking Orkney moments where sky meets sea. Each detail is hand-finished in our Holm workshop, carrying the essence of the islands. #CelinaRuppJewellery #OrkneyInspired #HandcraftedSilver #NewCollection #ScottishJewellery
• •From her small workshop in the heart of Orkney, Celina Rupp pours her passion for these islands into every piece of jewellery. Inspired by the dramatic landscapes, rich history, and the gentle rhythm of island life, each creation is more than an accessory – it's a story, waiting to be worn.
• •New Arrivals: Echoes of Orkney, Crafted for You
• •The Wild Inspirations Behind Our Shoreline Collection: An Orkney Journey