Brand Tone

sophisticated, aspirational, and romantic

Brand Values

• •Accessible Luxury
• •Timelessness and Quality
• •Modern Femininity
• •Thoughtful Design
• •Sustainability and Responsibility

Best Practices

• •Embrace the 'Muse' Persona: Always write as if you are speaking to or about the 'modern muse.' This character—effortless, stylish, spirited—should be the focal point of all copy, ensuring the brand speaks directly to its target audience.
• •Use a Romantic and Evocative Vocabulary: Consistently use words like 'timeless,' 'sculptural,' 'ritual,' 'romance,' 'opulent,' and 'muse.' This specific lexicon reinforces the brand's sophisticated and aspirational tone.
• •Connect Product to Lifestyle: Don't just describe the jewelry; describe the moments where it will be worn. Frame products as part of an 'everyday ritual' or companions for life's significant and small moments to build a deeper emotional connection.
• •Highlight Quality Through Durability: Emphasize that these are not fleeting fashion items but lasting pieces. Use phrases like 'made to last,' 'in your collection, not in landfill,' and reference the high-quality materials like stainless steel to build trust and justify the 'accessible luxury' promise.
• •Maintain the Founder's Narrative: Weave the origin story—a stylist's search for perfect, attainable pieces—into the brand's communication where appropriate. This adds authenticity and reinforces the brand's core mission to fuse high style with accessibility.

Social Perception

CENDRÉ is perceived as a source for high-quality, stylish, and durable jewelry at an accessible price point. Customers value its longevity, timeless design, and consider it a reliable choice for staple pieces that elevate everyday looks. It is often recommended for stylish alternatives to high-end luxury items.

Copy Examples

• •Introducing The Solstice Collection. Sculptural forms and liquid gold, designed to catch the light and move with you. For the moments that feel like a memory. Discover pieces made to be part of your story. #Cendre #ModernMuse
• •Inspired by the city that never sleeps, The SoHo Watch is a study in timeless elegance. Its polished gold finish and minimalist face offer a touch of Parisian nonchalance to your daily ritual. A piece not just for telling time, but for cherishing it. Crafted for the muse on the move.
• •For Your Everyday Ritual: New Arrivals From Cendré
• •Luxury That Lasts. Prices You'll Love. At CENDRÉ, we believe timeless style shouldn't be out of reach. Discover our collection of 18k gold-plated and stainless steel jewelry, designed in Australia for the modern muse. Pieces made to elevate your look, year after year. Shop now for 10% off your first order.
• •For the sun-drenched beauties and the city dreamers. For the women with Parisienne sensibilities and Australian ease. CENDRÉ is more than jewelry; it's a feeling. #Cendre