Brand Tone

The brand's tone is predominantly personal, warm, and sentimental. It uses a welcoming, familiar, and empathetic voice, creating a sense of intimacy, community, and relatability, especially when addressing emotions or significant life moments.

Brand Values

• •Legacy and Family
• •Craftsmanship and Quality
• •Personalization and Uniqueness
• •Emotional Connection
• •Local Proximity

Best Practices

• •Always Lead with Emotion: Whether writing about a product or the brand, start with the feeling you want to evoke. Use words like "story," "memory," "love," "legacy," and "connection" to anchor the brand in emotion rather than just aesthetics.
• •Tell the Founder's Story Repeatedly: The story of Gemma reviving her mother's business is the brand's most powerful asset. Integrate it subtly but consistently across different platforms—in social media bios, email campaigns, and ad copy—to constantly reinforce the brand's authenticity and legacy.
• •Use "We" and Address "You": Write in a conversational and personal tone. Using "we" (referring to the brand/team) and directly addressing the customer as "you" creates a sense of a one-on-one relationship, reinforcing the personalized service they are known for.
• •Highlight "Handmade" and "Local": These keywords are crucial differentiators. Explicitly mention "handmade," "artisan," "local workshop," and "Barcelona design" in product descriptions, ads, and bios to appeal to customers seeking unique, non-mass-produced items.
• •Maintain a Cohesive Visual and Textual Language: The warm, sentimental, and personal tone of the copy should be perfectly matched by the brand's visuals. Use soft, natural lighting, and focus on the details and textures of the jewelry and the human element (hands, models) to create a consistent and inviting brand world.

Social Perception

GEMMA'S JOIES is perceived as a high-quality, trustworthy, and heartfelt brand. Customers praise its personalized service, beautiful designs, and the attentiveness and expert advice of Gemma. It is seen as a local reference, especially for significant purchases like wedding rings, with the family legacy narrative strongly resonating, making customers feel they are buying a piece with a genuine story.

Copy Examples

• •More than a ring, it's a story waiting to be told. Each line, each curve, is crafted by hand in our Barcelona workshop to be with you in your day-to-day moments. Because some jewels are not just worn, they are felt. Discover the new collection on our website. #GemmaJoies #HandmadeJewelry #BarcelonaDesign
• •Jewelry with Soul, Stories with Life. From our family's legacy to your hands. Discover unique pieces, handmade in Barcelona, to celebrate your most special moments.
• •Angel Caller Memorial Necklace: We know there are bonds that are eternal. This delicate sterling silver angel caller was created to keep the memory of your loved one close to your heart. Its subtle chime is a sweet whisper, a reminder that they are always with you. A jewel handmade with love and respect, designed not only to adorn, but to comfort.
• •Your love story, forged in gold. Hi [Customer Name], Your wedding day is a chapter you will remember forever, and your rings should be just as unique as your bond. At GEMMA'S JOIES, we don't just create wedding bands; we forge symbols. Let's design together, step by step, the rings that will tell your story. Made with quality materials in our local workshop, because a love like yours deserves nothing less. Schedule a personalized consultation with us today.
• •This Is Not Just Jewelry. It's a Piece of Barcelona. Tired of mass-produced accessories? At GEMMA'S JOIES, we believe in the magic of handmade. Each piece is born in our local workshop, carrying the essence of a family tradition. Support local craftsmanship and wear a unique story. Shop our collection now.