Brand Tone

Elegant & Sophisticated, Personal & Passionate, Trustworthy & Authentic, Approachable Luxury, Story-Oriented

Brand Values

• •Craftsmanship & Quality
• •Sustainability & Ethical Sourcing
• •Timeless Design
• •British Heritage
• •Customer Connection & Personalization
• •Accessibility

Best Practices

• •Emphasize "Handcrafted in London": Consistently highlight the artisanal nature and British origin of the jewelry to reinforce quality and authenticity.
• •Integrate Sustainability Naturally: Weave in mentions of recycled metals and ethical sourcing as inherent qualities of the pieces, rather than just a footnote. This showcases it as a core value.
• •Use Elegant and Evocative Language: Employ descriptive adjectives that reflect the quality and aesthetic of the jewelry (e.g., "luminous pearls," "delicate textures," "timeless elegance," "signature hammered finish").
• •Tell a Story: Frame product descriptions and brand messages around the inspiration behind collections, the craftsmanship involved, or the sentimental value the pieces can hold for the wearer.
• •Maintain a Personal and Passionate Voice: Reflect the founders' dedication and the "labour of love" that goes into each piece. Use "we" and speak directly to the customer to foster a connection.

Social Perception

Positive Reputation, Valued for Craftsmanship, Respected for Ethical Stance, Seen as a Good Choice for Meaningful Gifts, Trusted, Associated with Quality Materials

Copy Examples

• •Discover the Wild Bloom collection – where organic forms meet timeless elegance. Each piece, handcrafted in our London studio from recycled silver and ethically sourced gemstones, captures the untamed beauty of nature, designed to be cherished for a lifetime.
• •Make it uniquely yours. Our bespoke design service and personalized engraving transform beautiful jewelry into treasured keepsakes, telling your story with every wear. Crafted with passion, just for you.
• •Wear your values. At Dower & Hall, luxury and responsibility go hand-in-hand. We meticulously craft each piece from 100% recycled precious metals and ethically sourced stones, because timeless beauty shouldn’t cost the Earth.
• •Hold your memories close. Our signature lockets, a blend of traditional craftsmanship and contemporary design, are more than just jewelry – they are a precious home for your most cherished moments. Hand-finished in London, designed to be passed down through generations.
• •Dower & Hall: Crafting timeless, contemporary jewelry in London since 1990. We believe in accessible luxury, ethical sourcing, and the enduring beauty of handcrafted design. Wearable stories, made to last.