Brand Tone

poetic, serene, authentic, artistic, and refined

Brand Values

• •Artisanal Craftsmanship
• •Connection to Nature
• •Authenticity and Local Identity
• •Community Support
• •Timelessness and Memory

Best Practices

• •Use Evocative, Sensory Language: Incorporate words that appeal to the senses and evoke the natural environment of the Îles de la Madeleine (e.g., "windswept," "sandy," "ocean mist," "sun-drenched," "serene").
• •Tell the Story Behind the Piece: Every piece of copy should reinforce the idea that this is more than just jewelry. Explain the inspiration, the connection to a specific shell or natural phenomenon, and the artisan's touch.
• •Emphasize "Handmade" and "Artisanal": Consistently use terms like "handcrafted," "hand-forged," "artisan," and "atelier" to reinforce the value of craftsmanship and distinguish the brand from mass-produced jewelry.
• •Maintain a Poetic and Calm Voice: The tone should be consistently gentle, reflective, and slightly romantic. Avoid overly aggressive sales language, and instead, invite customers to "discover" or "explore."
• •Connect to Place: Always anchor the brand in its unique location. Mentioning the "Îles de la Madeleine," the "seashore," and the local community reinforces the brand's authenticity and its strong sense of place.

Social Perception

Overwhelmingly positive, perceived as high-quality and unique products, excellent customer service, a 'must-visit' local treasure, and a symbol of the islands.

Copy Examples

• •Inspired by the morning mist over the St. Lawrence, our new collection, ‘Brume Matinale,’ is here. Each piece, a whisper of the sea, is handcrafted to carry the serene spirit of the Islands with you. Discover the quiet poetry of hand-forged silver and gold. #EmeranceBijoux #ArtJewelry #MadeInQuebec
• •Found treasure, forged in sterling silver. Our ‘Dollar de sable’ ring is a direct casting of a shell discovered on the shores of the Îles de la Madeleine. A tangible piece of the ocean's magic, this ring is a simple, elegant reminder of long walks on sandy beaches. Wear a memory.
• •Emerance bijoux was born from a love for the wild, windswept beauty of the Îles de la Madeleine. Here, jeweler France Painchaud transforms the sea's scattered treasures—shells, stones, and the memory of waves—into unique pieces of art. Each creation is a story, a piece of the island's soul, meticulously crafted by hand in our seaside atelier.
• •Remember the feeling of the island breeze? Carry it with you always. As a thank you for being part of our story, we invite you to explore our latest creations, each with its own tale of the sea. Find your new treasure, a timeless piece from Emerance bijoux.
• •Emerance bijoux | The Soul of the Islands | Shop Handcrafted Art Jewelry