Brand Tone

Elegant, Passionate, and Knowledgeable; rooted in history, sophisticated, expert, yet personal and welcoming.

Brand Values

• •History & Tradition
• •Uniqueness & Authenticity
• •Passion
• •Quality & Expertise

Best Practices

• •Lead with Passion and History: Always weave the brand's heritage and genuine love for jewelry into the narrative. Use phrases like "A family passion since 1943," "Curated with a collector's eye," or "Each piece with a soul.
• •Emphasize Uniqueness and Rarity: Use descriptive language that highlights the exclusivity of the items. Words like "one-of-a-kind," "rare find," "vintage treasure," and "unique archive" reinforce this value.
• •Maintain an Elegant and Expert Tone: The language should be sophisticated but accessible. Share knowledge about different eras, materials, or the history of a particular style to position the brand as a trusted authority.
• •Tell a Story: Frame products not just as objects, but as carriers of history and personal expression. Encourage customers to see the jewelry as a way to tell their own unique story.
• •Be Personally Inviting: Use a warm and welcoming voice that reflects the family-run nature of the business. Phrases like "We welcome you to discover," "Our family is here to help," and "Three Hearts, One Passion" create a personal connection with the audience.

Social Perception

A respected "Treasure Trove" for connoisseurs; a distinguished and essential destination for unique and vintage jewelry, perceived as a magical place of discovery and a trusted point of reference for enthusiasts and professionals, particularly for its unique specialization in cufflinks.

Copy Examples

• •A story in every stone. This one-of-a-kind vintage piece from the 1950s doesn't just accessorize; it speaks. Discover the tales woven into our collection. #DemaldeMilano #VintageJewelry #Storytelling
• •Elegance is in the details. For over 80 years, Demaldè has curated Italy's most extensive collection of vintage and contemporary cufflinks. Find the pair that defines your style.
• •From our hearts to your hands. Introducing the new Demaldè-designed collection, where Milanese tradition meets contemporary artistry. Crafted with passion, worn with love.
• •Begin your story with a piece of history. From 'I will' to 'I do,' find the timeless wedding jewels and elegant cufflinks that will be part of your family's story for generations. #DemaldeWedding #HeirloomJewelry
• •Step into our Wunderkammern. ✨ For over 80 years, our family has welcomed fellow jewelry lovers into our world. Visit us in Brera for a journey through time and beauty. #Brera #Milano #JewelryLovers