Brand Tone

Charming, heartfelt, and approachable. Their communication feels personal and genuine, akin to receiving a message from a thoughtful friend. The language is simple, warm, and often celebratory of life's special and everyday moments. There's an undercurrent of refined British sensibility —polite, and with a quiet confidence in the quality of their products. The overall feeling is one of authenticity and warmth.

Brand Values

• •Artisanal Quality
• •British Heritage
• •Heartfelt Connection
• •Eco-Consciousness
• •Female Friendship and Family

Best Practices

• •Lead with Heart: Always frame the copy around emotion and connection. Instead of just describing the product, describe the feeling it will evoke in the giver and the receiver.
• •Embrace the "We": Use collective pronouns like "we" and "our" to reinforce the story of the three founders and the close-knit, personal nature of the brand. It creates a sense of a small team crafting with care.
• •Tell the Artist's Story: Regularly mention Jilly's watercolor art as the origin of the designs. This reinforces the brand's key differentiator and its commitment to authentic, artisanal quality.
• •Keep it Simple and Sincere: Avoid overly complex or corporate language. The tone should be as if you're speaking to a friend —clear, warm, and genuine.
• •Highlight the British & Eco-Friendly Details: Weave in the values of "British made" and "eco-conscious" naturally within the copy. For example, "Lovingly designed in our Sussex studio..." or "Poured into a recycled glass tumbler, because we care about the little things." This builds trust and appeals to conscious consumers.

Social Perception

The public perception is overwhelmingly positive. Customers frequently praise the beauty, uniqueness, and high quality of the products. The combination of a heartfelt card and delicate jewelry is often highlighted as a perfect and thoughtful gift. Reviews frequently use words like "beautiful," "cute," and "lovely," indicating the brand's success in conveying charm. Packaging is noted for being secure and attractive, enhancing the gifting experience. The brand is perceived as a go-to for special, personal gifts that feel more intimate than mass-produced alternatives.

Copy Examples

• •A little sparkle to say a lot. Our newest collection of jewellery cards has arrived, pairing Jilly ’s whimsical watercolours with delicate sterling silver. The perfect way to send a little love, boxed and ready for giving.
• •For the days when words are hard to find, but you want them to know they ’re on your mind. Our hand-painted cards are a simple, heartfelt way to reach out. Who would you send this little hello to?
• •Light up their day. Made with natural wax and the softest scents, our candles are designed to bring a moment of calm and a gentle glow to any room. A warm hug in a recycled glass jar.
• •More than just a card, it ’s a keepsake. Celebrate their special day with one of our signature earring cards. A beautiful watercolour print and a touch of sterling silver they can cherish long after the candles are blown out.
• •That lovely morning cuppa just found its perfect perch. Each of our ceramic coasters features a print of Jilly ’s original artwork, bringing a splash of the Sussex countryside to your tabletop. A small, everyday luxury.