Brand Tone

Sophisticated, personal, trustworthy, timeless yet modern, and graceful, focusing on storytelling and emotional connection.

Brand Values

• •Enduring Quality: A focus on high-quality materials and craftsmanship that creates pieces meant to last a lifetime.
• •Timeless Design: Creating jewelry that transcends fleeting trends, focusing on classic elegance and understated beauty.
• •Personal Connection: Celebrating the stories behind the jewelry—the moments, milestones, and relationships they represent.
• •Modern Elegance: Blending classic inspiration with a contemporary aesthetic for a sophisticated and relevant feel.

Best Practices

• •Create a Brand Voice Chart: Develop a document that clearly defines the brand's personality, tone, and vocabulary. Include "do's and don'ts," such as "Do: Use elegant and evocative language" and "Don't: Use slang or overly trendy terms."
• •Prioritize Storytelling: Frame every piece of copy, from product descriptions to social media captions, around a narrative. Focus on the emotion and the "why" behind the jewelry, not just the "what."
• •Maintain Visual and Textual Harmony: Ensure that the sophisticated, elegant tone of the copy is perfectly matched by high-quality, professional photography and a clean, minimalist website design. The visual identity and the written word must speak the same language.
• •Speak Directly to an Ideal Customer: Write as if you are speaking to a single, discerning individual who values quality, heritage, and understated luxury. This will help maintain a personal and consistent tone.
• •Review and Refine Regularly: As the brand grows and interacts with customers, regularly review all communications to ensure they are on-brand. Use customer feedback to refine the tone while staying true to the core values.

Social Perception

Expected to be perceived as a high-end, boutique brand. The main challenge will be differentiation from an existing Australian brand and establishing a unique identity, with initial perception heavily influenced by launch campaign, website, and early social media presence.

Copy Examples

• •Timeless by design, yours by choice. Emma & Vincent—where every piece tells a story.
• •A promise whispered in gold and diamond. Our signature solitaire ring is meticulously crafted to be a timeless symbol of your unique love story. For this moment, and all the moments to come.
• •Emma & Vincent was born from a simple belief: that fine jewelry should not only adorn but also endure, capturing the moments that define us. Our collections are a tribute to classic elegance, designed for the modern individual and crafted with a passion for forever.
• •Elegance is in the details. Our Classic Chain Bracelet, a subtle touch of gold for your everyday narrative. #TimelessElegance #EmmaAndVincent
• •A Story in Every Stone: Discover Our New Heirlooms