Brand Tone

Artistic & Sophisticated, Evocative & Storytelling, Unique & Whimsical, Passionate & Creative, Confident & Bold, Approachable Luxury

Brand Values

• •Artistry & Craftsmanship
• •Individuality & Uniqueness
• •Storytelling & Emotional Connection
• •Quality & Fine Materials
• •Innovation & Evolution
• •Authenticity & Honesty
• •Made in the USA & Woman-Owned
• •Kindness & Ethical Practices
• •Passion for Design & Transformation

Best Practices

• •Embrace the "Evocative" Essence: Always aim to tell a story or paint a picture with your words. Use descriptive, sensory language that brings the inspiration behind each piece to life (e.g., "clouds and swirls of sepia, indigo and porcelain evoke a turbulent storm"). Connect the jewelry to memories, emotions, and experiences.
• •Highlight Artistry and Craftsmanship: Consistently emphasize the handmade nature, the 22K gold leaf, the proprietary techniques, and the skill of the artisans. Use terms like "hand-gilded," "meticulously crafted," "artisan-made" to reinforce this.
• •Maintain a Sophisticated yet Accessible Voice: While the brand is luxurious, the language should feel inspiring and inviting, not alienating. Balance elegant vocabulary with clear, engaging descriptions that convey passion and creativity.
• •Speak to Individuality: Frame the jewelry as a form of self-expression and a way to own something truly unique and personal. Use phrases that empower the wearer and celebrate their distinct style.
• •Be Consistent Across All Channels: Ensure that the website, social media, email communications, and any product descriptions used by retailers all reflect the same core tone and values. Develop a brand messaging guide with key phrases and approved terminology.

Social Perception

As High-Quality Wearable Art, As Statement Pieces, As Collectible Heirlooms, As a Reputable, Artisan Brand, Positive Customer Experience, Evocative and Meaningful

Copy Examples

• •Adorn yourself with a story. Each ÉVOCATEUR cuff is a canvas of 22K gold leaf, whispering tales of ancient artistry and modern dreams. Discover your narrative.
• •More than jewelry, it's a piece of you. Handcrafted in our American studio, ÉVOCATEUR designs capture fleeting moments and timeless beauty, gilded to perfection. Wear your art.
• •Let your style speak volumes. Our [Collection Name, e.g., Romantic Gardens] collection blends whimsical artistry with sophisticated glamour, each piece a unique testament to the evocative power of design.
• •The allure of gold, the magic of art. ÉVOCATEUR jewelry is meticulously handcrafted, transforming 22K gold leaf into breathtaking statements of individuality. Dare to be unforgettable.
• •From inspiration to icon. Every ÉVOCATEUR jewel begins with a spark of passion, meticulously brought to life by our artisans. Experience the luxury of unique, story-driven design.