Brand Tone

Creative, Playful, and Personable

Brand Values

• •Handmade & Small Batch
• •Authenticity and Self-Expression
• •Joy and Fun
• •Community and Connection

Best Practices

• •Write Like a Person, Not a Corporation: Use "I" (referring to Emily) and "we" (referring to the Emeldo team/sisterhood) to maintain the personal, small-business feel. Share behind-the-scenes stories and the inspiration behind collections to reinforce authenticity.
• •Embrace Enthusiastic and Positive Language: Use vibrant, energetic, and positive words that mirror the product designs. Words like "bold," "bright," "wonderful," "joy," and "fun" should be staples in the brand's vocabulary.
• •Center the Story on Self-Expression: Frame the products not just as accessories, but as tools for empowerment and personal style. The copy should consistently reinforce the idea that wearing Emeldo is a way to express one's authentic self.
• •Foster a Community Dialogue: When interacting on social media, use the same playful and personable tone. Ask questions, respond to comments with genuine enthusiasm, and feature customer photos to build on the "Girl Gang" and "sisterhood" community concepts.
• •Ensure Visuals and Copy are Aligned: The bright, clean, and colorful aesthetic of the product photography should always be matched by equally lively and creative copy. The text should feel like a natural extension of the visual brand identity.

Social Perception

The public and customer perception of Emeldo is overwhelmingly positive. Customers describe the products as unique, colorful, and of good quality. The brand is frequently recommended for those seeking "statement earrings" from local Australian artists. Reviews highlight high customer satisfaction, with an overall rating of 4.6 out of 5 stars. The founder, Emily Dornbusch, is seen as a creative and successful small business owner. Stockists and collaborators describe the designs as eclectic, wonderful, and addictive, noting a loyal following among those who like to be noticed.

Copy Examples

• •Warning: may cause spontaneous joy. ✨ Our new collection just dropped, and it’s bursting with the color and confidence you deserve. Each pair is handmade by me to turn a grey day bright and a good day even better. Ready to play? Tap to shop your new favorite wearable art.
• •Why whisper when you can shine? These aren't just earrings; they're your personal burst of sunshine. Handcrafted from lightweight polymer clay, each swirl of color is designed to be as unique as you are. Perfect for transforming an everyday outfit into a statement or adding the final touch to a bold look. Go on, be your own masterpiece.
• •Tired of blending in? So are we. Emeldo is for the bold, the bright, and the beautifully unique. Discover handmade statement earrings from our studio in Mornington Peninsula that are guaranteed to make your outfit (and your day). Support a small Aussie business and find the pair that screams 'you'. Shop now for 15% off your first order!
• •A little bit of wild, a whole lot of wonderful inside.
• •Emeldo: Wearable art for a brighter you.