Brand Tone

Inspirational and Empowering, Friendly and Approachable, Conscious and Responsible, Effortless and Timeless, Bohemian and Free-spirited

Brand Values

• •Meaningful Connections: Creating jewellery that tells a story and becomes part of the wearer.
• •Sustainability and Ethical Practices: Commitment to using recycled materials, eco-friendly packaging, carbon positivity, and ethical sourcing.
• •Individuality and Self-Expression: Designing pieces that allow wearers to express their personal style and feel like themselves.
• •Quality and Timeless Design: Focusing on creating modern heirlooms that are made to last, rather than fast fashion trends.
• •Community and Storytelling: Building connections through shared stories and experiences, exemplified by "The Daisy Chain" and their podcast.
• •Giving Back: Actively involved in charitable partnerships and raising awareness for various causes.

Best Practices

• •Emphasize "Meaning" and "Story": Always connect the jewellery to personal narratives, self-expression, or the inspiration behind the design. Use words like "story," "meaningful," "personal," "journey," "cherish."
• •Maintain an "Effortless & Approachable" Voice: Use clear, warm, and inviting language. Avoid overly technical jargon. Phrases like "everyday essential," "easy to wear," "your go-to piece" resonate well.
• •Highlight "Sustainability & Consciousness": Weave in mentions of recycled materials, ethical practices, or eco-friendly choices naturally within product descriptions and brand storytelling. Terms like "consciously created," "recycled silver," "eco-friendly" reinforce this value.
• •Inspire "Individuality & Empowerment": Use language that encourages self-expression and confidence. "Be unapologetically you," "express your unique style," "empowering pieces."
• •Foster a Sense of "Community & Connection": Speak directly to the customer as part of the "Daisy family" or "Daisy chain." Encourage sharing and interaction. Use inclusive language.

Social Perception

Loved and Respected, Stylish and Wearable, Sustainable and Ethical Choice, Good Quality and Value, Meaningful and Personal, Influential and Aspirational

Copy Examples

• •Headline: More Than Just Metal. It's Your Story, Worn Daily. Body: At Daisy London, we craft pieces that whisper your truth. Sustainable, timeless, and designed to be as unique as you are. Discover jewellery with meaning. #DaisyStory #EffortlessEveryday
• •Headline: Consciously Crafted. Beautifully You. Body: Feel good inside and out with our collection of recycled sterling silver and 18ct gold plated jewellery. Kind to the planet, designed to be treasured. Find your forever piece. #SustainableStyle #DaisyLondon
• •Headline: Adventure Awaits. Adorn Yourself. Body: Inspired by the free spirits and the story-makers. Our jewellery is made for every journey, every moment, every version of you. What will your Daisy say? #BohoLuxe #JewelleryWithMeaning
• •Headline: Layer Your Loves. Express Your Essence. Body: From delicate chains to meaningful charms, our pieces are designed to be stacked, shared, and cherished. Create a look that’s unapologetically you with Daisy London. #StackingStyle #MyDaisy
• •Headline: Timeless Treasures. Modern Heirlooms. Body: We believe in pieces that last beyond the season. Vintage-inspired designs meet contemporary craftsmanship, all made with love and recycled materials. Invest in stories, not trends. #ModernHeirloom #DaisyJourney