Brand Tone

Authentic, personal, heartfelt, warm, inviting, approachable, and genuine, balanced with a professional and informative tone for product specifics.

Brand Values

• •Family and Community
• •Craftsmanship and Quality
• •Authenticity and Timelessness
• •Sentimentality
• •Sustainability

Best Practices

• •Lead with the "Why": Always start with the sentimental and emotional value of the jewelry. Emphasize that these are not just accessories, but keepers of stories and future heirlooms.
• •Use Personal and Warm Language: Incorporate words like "we," "our," "love," "thoughtfully," and "cherished." Write as if you are speaking directly to a friend, maintaining a heartfelt and approachable tone.
• •Highlight the "Handmade" Aspect: Consistently remind the audience that each piece is crafted by the hands of Mia and Luke. Use phrases like "slowly made," "handcrafted in our studio," and "made with intention" to reinforce the value of craftsmanship.
• •Tell the Story: Whether it's a product description or a social media post, weave in the narrative of the brand —the family connection, the Geelong studio, the creative process. This builds a stronger connection with the audience.
• •Be Authentic and Transparent: Share behind-the-scenes content, talk about the materials you use (like recycled metals), and be open about your values. This honesty builds trust and resonates with customers who value authenticity.

Social Perception

Overwhelmingly positive; perceived as a source of unique, high-quality, and meaningful jewelry. Customers value the craftsmanship, personal service, sentimental value, and consider pieces as timeless heirlooms. The brand is seen as authentic, trustworthy, beloved, and a respected local business.

Copy Examples

• •Each piece, a quiet story. Slowly handcrafted in our sunny Geelong studio, our rings are made to be lived in and loved, day after day. Made with solid, recycled gold for your everyday story. #ErnestandJoe #HandmadeJewellery #HeirloomJewellery
• •More Than Jewelry. It's A Piece of Your Story. We're Mia and Luke, a sister and brother creating timeless, handcrafted heirlooms in solid gold and silver. Designed to be cherished for a lifetime.
• •Simple, timeless, and created to be a part of you. Our Classic Bangle is thoughtfully handcrafted from solid Australian sterling silver, designed for a life of wear. It is the piece you will never take off, gathering stories and memories along the way. A true heirloom in the making.
• •From Our Hands to Yours. Hello from our little studio! We believe the best things are made with time and intention. This week, we're pouring our hearts into a new collection of birthstone signets, each one telling a unique story. Thank you for being part of our journey and for choosing jewelry that's made to last. [Link to New Collection]
• •The Feeling of Forever. At Ernest & Joe, we don't just make jewelry. We craft future heirlooms. Each piece is handmade by us, for you, with solid precious metals and a whole lot of love. Find the piece you'll pass down one day. #SupportLocalArtists #JewellerywithMeaning