Brand Tone

Elegant & Sophisticated, Approachable & Authentic, Warm & Sentimental, Conscious & Mindful, Empowering & Celebratory

Brand Values

• •Timelessness & Classic Design
• •Quality Craftsmanship
• •Sustainability & Ethical Sourcing
• •Accessibility & Honest Pricing
• •Female Empowerment & Sisterhood
• •Conscious Consumption & Slow Fashion
• •Authenticity & Meaningful Connections

Best Practices

• •Embrace Elegant Simplicity: Keep language clear, refined, and focused on the timeless beauty and quality of the pieces. Avoid overly casual slang or overly complex jargon.
• •Weave in the "Why": Consistently highlight the brand's values – sustainability, ethical craftsmanship, female empowerment, and the inspiration behind the designs. This adds depth and emotional connection.
• •Speak with Warmth and Authenticity: Use a tone that feels genuine and relatable. Share stories about the founders, the artisans, or the inspiration behind collections to build a personal connection.
• •Focus on "Investment" and "Treasure" not "Trend": Position the jewelry as cherished pieces that will be loved for years, rather than fleeting fashion items. Emphasize their lasting quality and classic appeal.
• •Maintain Visual and Verbal Harmony: Ensure the copy's tone aligns seamlessly with the brand's visual identity (minimalist, warm, high-quality imagery). The language should evoke the same feelings as the visuals.

Social Perception

Coveted & Trendy (among those in the know), High Quality yet Affordable Luxury, Ethical & Sustainable Choice, Timeless & Versatile, Celebrates Femininity & Strength

Copy Examples

• •DAPHINE: Timeless treasures, consciously crafted. For the woman who defines her own elegance. Discover jewellery designed to be lived in and loved for a lifetime. Each piece, a whisper of enduring style, mindfully made to honour you and the planet. Explore the Collection
• •More Than Adornment. It's Your Story. Inspired by the incredible women who shape our world, DAPHINE pieces are crafted to celebrate your journey. Find the piece that speaks to your strength, your grace, your unique narrative. Find Your Signature Piece
• •Everyday Luxury, Guilt-Free. Indulge in the beauty of 18ct gold over recycled brass, handcrafted with care in our certified Jaipur atelier. Sustainable. Ethical. Exquisite. That's the DAPHINE promise. Shop Sustainably
• •The Art of Slow Jewellery. In a fast world, choose pieces made to last. Our limited-quantity collections ensure every DAPHINE design is genuinely special, reducing waste and encouraging mindful ownership. Because true style is timeless. Discover Our Newest Arrivals
• •Join the Sisterhood of Style. From London with love, DAPHINE is more than a brand; it's a community built on shared values of kindness, timelessness, and empowering women. Wear it with joy. Follow @daphine