Brand Tone

Sophisticated & Elegant, Personal & Expressive, Conscious & Responsible, Modern & Edgy (with a classic foundation), Inspirational & Empowering

Brand Values

• •Individuality and Self-Expression
• •Quality and Craftsmanship
• •Sustainability and Ethical Sourcing
• •Timelessness
• •Modern Luxury
• •Creativity and Curation
• •Meaning and Purpose

Best Practices

• •Embrace Sophisticated Simplicity: Use clear, elegant language. Avoid overly casual slang or jargon, but ensure the copy is accessible and evocative. The tone should feel luxurious yet approachable.
• •Highlight Individuality and Storytelling: Frame products not just by their features, but by how they empower the wearer to express their unique story or style. Use words that evoke personal meaning and curation.
• •Weave in Conscious Values Subtly: Mention sustainable materials or ethical practices naturally within the product descriptions or brand narrative, rather than making it the sole focus. It should feel inherent to the brand's quality, not an add-on.
• •Use Evocative and Sensory Language: Describe the feel of the gold, the sparkle of the diamonds, the art of the piercing. Appeal to the senses to create a more immersive and aspirational experience.
• •Maintain a Balance of Timelessness and Modernity: While pieces are "timeless," the way they are styled and presented (e.g., "curated ear," "everyday rebellion") should reflect a modern understanding of self-expression and luxury. The copy should feel current yet enduring.

Social Perception

Aspirational and High-Quality, Trend-Setter in Piercing, Ethically Conscious Choice, Stylish and Modern, Empowering, Innovative

Copy Examples

• •Headline: Beyond Adornment. Your Story, Intricately Told. Body: At ENNUI Atelier, a jewel is more than an accessory; it's a whisper of defiance against the mundane. Each piece, mindfully crafted from recycled 18k gold and ethically sourced diamonds, invites you to curate your narrative. Express your ennui, transform it into elegance. Discover your signature.
• •Headline: The Art of the Curated Ear. Uniquely You. Body: Transcend trends with timeless 14k gold labrets and hoops, designed for conscious self-expression. Our luxury piercing studios in Stockholm, Paris, and London are sanctuaries where your vision for a personalized ear story comes to life. Book your consultation and let our artisans help you craft your canvas.
• •Headline: Conscious Luxury. Enduring Style. Body: Embrace jewelry that aligns with your values. ENNUI Atelier is committed to sustainable practices, from responsibly sourced gemstones to recycled precious metals. Wear your principles with pieces that are as kind to the earth as they are to your skin. Timeless design, mindfully made.
• •Headline: Your Daily Talisman. Find Strength in Sparkle. Body: Let your jewelry be your shield and your statement. ENNUI Atelier offers finely crafted pieces designed to empower and protect, transforming everyday moments into opportunities for bold self-expression. Dare to be eternally you.
• •Headline: From Ennui to Inspiration. Body: Life’s too precious for the predictable. ENNUI Atelier transforms the ordinary with striking designs meant to be layered, loved, and lived in. Mix, match, and make it unequivocally yours. Explore the collection and awaken your creativity.