Brand Tone

Poetic and Evocative; Conscious and Authentic; Elegant and Minimalist

Brand Values

• •Sustainability
• •Craftsmanship
• •Timelessness
• •Artistic Expression
• •Conscious Consumption

Best Practices

• •Prioritize Storytelling: Frame every piece of content around a narrative. Whether it's the inspiration behind a collection, the craftsmanship process, or the sustainable materials, the story is what connects the customer to the brand's values.
• •Use Sensory and Evocative Language: Employ a vocabulary that is rich and descriptive. Words like "luminous," "organic," "fluid," "tactile," and "serene" align with the poetic and elegant tone, while avoiding generic or overly commercial terms.
• •Consistently Highlight Core Values: Regularly and naturally weave in keywords related to brand values, such as "handcrafted," "recycled silver/gold," "sustainably made," "Barcelona studio," and "timeless design." This reinforces brand identity and builds trust.
• •Maintain a Calm and Minimalist Style: The copy should be as clean and uncluttered as the jewelry designs. Use concise sentences, ample white space, and a calm, confident tone. Avoid exclamation points, aggressive calls-to-action, and excessive emojis.
• •Speak from a Personal, Artisan Perspective: Write as the creator, not a faceless corporation. Use "we" and "our studio" to create a personal connection and an authentic voice. This makes the brand feel more approachable and human.

Social Perception

High-Quality Artisan Brand; Ethical and Trustworthy; Artistic and Unique; Premium yet Accessible

Copy Examples

• •Introducing the Elara Necklace. A delicate cascade of recycled sterling silver, inspired by the quiet movement of winter rain. Each link is shaped and polished by hand in our Barcelona studio, creating a piece that is uniquely yours. Designed for quiet moments and timeless elegance.
• •The Caelus Ring embodies imperfect beauty. Forged from recycled gold, its organic, fluid texture is a tribute to natural forms. This is more than an accessory; it is a durable, handcrafted piece of art designed for everyday wear. A conscious choice for the modern individual.
• •Jewelry that tells a story. At Etiu, we handcraft each piece in our Barcelona studio using timeless techniques and recycled metals. Discover our collection of minimalist designs meant to be cherished for a lifetime. Conscious luxury, made with intention. Shop now.
• •Subject: A Glimpse Into Our Studio: The Art of the Handmade Body: "Dear [Name], Have you ever wondered how your favorite Etiu piece comes to life? It begins not with a machine, but with a vision and a pair of hands. From melting recycled silver to the final, gentle polish, every step is a deliberate act of creation. Explore our latest journal entry to see the slow, thoughtful process behind our craft."
• •Video Content: A short, aesthetically pleasing clip showing the artisan's hands carefully texturing a piece of silver. Caption: "The beauty is in the details. ✨ Every mark tells a story. #HandmadeJewelry #ArtisanProcess #SustainableSilver #EtiuStudio #SlowFashion"