Brand Tone

Artistic & Evocative, Confident & Edgy, Sophisticated & Timeless, Inclusive & Empowering, Authentic & Handcrafted

Brand Values

• •Craftsmanship & Quality
• •Individuality & Self-Expression
• •Timelessness & Legacy
• •Inclusivity
• •Sustainability & Responsibility
• •Artistic Inspiration
• •Authenticity

Best Practices

• •Embrace Evocative Storytelling: Don't just describe the jewelry; tell the story behind its inspiration, craftsmanship, or the feeling it's meant to evoke. Use vivid, sensory language.
• •Maintain a Confident & Authentic Voice: Speak with assurance about the quality and uniqueness of the pieces. Let the passion for the craft and the brand's distinct aesthetic shine through genuinely.
• •Highlight Core Values Consistently: Weave in keywords and phrases related to 'handcrafted,' 'Montreal-made,' 'sustainable,' 'inclusive,' 'heirloom quality,' and 'unique design' naturally within different types of content.
• •Balance Edge with Sophistication: While the brand has a rock 'n' roll edge, the language should also reflect the luxury, quality, and timeless aspiration of the pieces. Avoid overly casual slang unless it perfectly fits a specific, targeted campaign.
• •Speak to Individuality: Frame product benefits around self-expression, uniqueness, and empowerment. Encourage customers to see the jewelry as an extension of their personal identity.

Social Perception

DEUX LIONS JEWELRY is perceived as a high-quality, artistic, and unique Canadian jewelry brand. Customers and media alike praise their distinctive designs, commitment to craftsmanship, and the meaningful stories behind their pieces. They are seen as a brand that offers affordable luxury and values inclusivity and sustainability. The personalized service, especially for custom pieces, is highly regarded. There's an appreciation for their Montreal roots and the made local aspect. The brand appeals to individuals seeking jewelry that is more than just an accessory—it's a statement of individuality and a piece of art with a story. Their collaborations and features in fashion publications further solidify their image as a chic and respected name in contemporary jewelry.

Copy Examples

• •DEUX LIONS: Artisan-crafted in Montreal. Jewelry that tells your story, forged with rebellion and romance. Discover pieces as unique as you are. #ModernHeirlooms #DeuxLionsJewelry
• •Unleash your inner strength. Our iconic Lionhead Ring, meticulously handcrafted from sterling silver, is more than an adornment—it's a talisman of courage and individuality. A modern heirloom, designed to journey with you.
• •At DEUX LIONS, we sculpt stories in silver and gold. Inspired by the untamed, the ancient, and the beautifully imperfect, each piece is a testament to authentic craftsmanship and inclusive luxury. Handmade in Montreal, designed for every soul.
• •Whispers of ancient lore, echoes of rock 'n' roll. Our new collection breathes life into raw textures and divine feminine energy. Sustainable. Handcrafted. Fearlessly you. Explore [Collection Name]. #ArtOfAdornment #SustainableLuxury
• •Exclusive: Your Invitation to the DEUX LIONS Experience | Discover Handcrafted Stories