Brand Tone

Sophisticated, Artistic, Sensual, and Elegant

Brand Values

• •Brazilian Heritage & Sensuality
• •Craftsmanship & Quality
• •Artistic Innovation & Individuality
• •Fluidity & Movement
• •Authenticity & Storytelling
• •Understated Luxury
• •Ethical Considerations (emerging)

Best Practices

• •Embrace Evocative Language: Use rich, descriptive words that appeal to the senses and emotions, focusing on fluidity, sensuality, artistry, and elegance. Think 'sculptural,' 'tactile,' 'radiant,' 'sinuous,' 'vibrant,' 'refined.'
• •Highlight Brazilian Inspiration Sensitively: Weave in the narrative of Brazilian heritage – its colors, energy, and natural beauty – as a source of sensual inspiration, ensuring it feels authentic and sophisticated, not stereotypical.
• •Emphasize Craftsmanship and Materiality: Detail the quality of materials, especially unique Brazilian gemstones, and the skill of the artisans. Storytelling around sourcing and the creation process can add depth.
• •Focus on the Wearer's Experience: Describe how the jewelry feels and interacts with the body – its movement, the way it catches light, and how it becomes an extension of the wearer's personal style and confidence.
• •Maintain Visual and Verbal Harmony: Ensure the copy aligns with the brand's visual identity – minimalist, elegant, and artistic. The tone of voice should complement the clean lines and luxurious feel of the product photography and website design.

Social Perception

Esteemed by Industry and Press, Coveted by a Discerning Clientele, Luxurious and Artistic, Designer-Driven, Timeless yet Modern

Copy Examples

• •Evoking the fluid energy of a fleeting moment, the 'Aura' earrings sculpt light and shadow around the face. Each curve, meticulously crafted in 18k gold and adorned with ethically sourced Brazilian diamonds, is an invitation to embrace your innate radiance. More than adornment, they are an extension of your essence.
• •Introducing 'Terra,' a collection born from the vibrant soul of Brazil and the refined artistry of our London atelier. Discover pieces that resonate with earthy sensuality and the untamed beauty of natural gemstones, each telling a story of origin and masterful craftsmanship. Feel the pulse of the earth, exquisitely rendered.
• •At Fernando Jorge, jewelry is a language of sensuous lines and artistic expression. We believe in the poetry of form, where Brazilian vibrancy meets London's avant-garde spirit. Each creation is a tactile dialogue between precious materials and the body, designed not just to be worn, but to be felt.
• •The 'Serpentine' ring: a sinuous embrace of polished gold and captivating emerald. Inspired by nature's effortless elegance, its form is a testament to the dance between strength and sensuality. #FernandoJorge #ArtOfJewellery #BrazilianSoul #LuxuryDefined
• •Imagine a piece that speaks only to you. Collaborate with Fernando Jorge to translate your unique story into a tangible treasure. Our bespoke service invites you into a world of unparalleled craftsmanship and artistic vision, culminating in jewelry that is intimately yours.