Brand Tone

elegant, appreciative, and personal

Brand Values

• •Craftsmanship & Quality
• •Tradition & Timelessness
• •Exclusivity & Curation
• •Customer-Centricity
• •Transparency

Best Practices

• •Lead with Passion, Not Just Product: Always frame the narrative around the love for the craft, the magic of the season, and the story behind the products. Use words like "passion," "art," "tradition," and "treasure."
• •Maintain the Personal Curator Voice: Continue using "I" and "we" (referring to the collaboration with artisans) to maintain the personal, curated feel. This builds a direct, trust-based relationship with the customer, making them feel like they are buying from a person, not a faceless brand.
• •Emphasize "Heirloom Quality": Consistently use language that positions the ornaments as future heirlooms. Phrases like "for generations to come," "timeless treasures," and "beyond trends" reinforce the core value of longevity and tradition.
• •Show, Don't Just Tell, About Quality: In all copy, connect the beauty of the product back to its origin. Instead of saying "high-quality," say "mouth-blown by artisans in Poland" or "hand-decorated with intricate detail." This provides tangible proof of quality.
• •Keep Communication Elegant and Warm: Ensure all touchpoints from ad copy to customer service emails and packaging inserts reflect a tone of sophisticated warmth. Use full sentences, express gratitude, and handle inquiries with a personal and helpful approach, mirroring the exceptional service customers already praise.

Social Perception

The public and customers perceive Glassklart by Tjelta as a high-end, trustworthy "niche boutique". It is seen as the go-to source for "Norway's most beautiful Christmas ornaments". The customer reviews consistently use words like "fantastic," "flawless quality," and "6-star customer service," indicating a strong positive reputation. The association with respected cultural institutions further elevates its status. The brand is perceived not just as a retailer, but as a purveyor of art and tradition.

Copy Examples

• •A tradition in the making. Each of our ornaments is a small work of art, mouth-blown and hand-painted by master artisans in Poland. Discover the 'Eleanore' piece, where timeless elegance meets festive magic. Designed to be treasured for generations. #Glassklart #Håndlaget #Julepynt #Samleobjekt #Juletradisjon
• •Give a gift that tells a story. Our hand-decorated glass ornaments are more than just decorations; they are timeless keepsakes. Each one is crafted with passion and precision. Shipped securely in our beautiful gift boxes, it's the perfect, unforgettable present. #Julegave #UnikGave #Glasskunst #Håndverk
• •The Magic Returns. Our curated collection of handcrafted glass ornaments is now available. From our workshop to your home, discover the pieces that will make this Christmas unforgettable. Welcome to the 2025 season. #GlassklartByTjelta #Julekuler #NorskDesign
• •Dear friend of Glassklart, It brings me so much joy to unveil the new collection for this season. I've spent the year collaborating with our artisans to bring you pieces that blend tradition with new inspiration, like the stunning 'Nidaros' in a new violet hue. As a returning customer, I wanted you to be the first to see them. Thank you for making our ornaments part of your tradition.
• •Elegance is in the details. Our mouth-blown glass ornaments add a touch of artisanal magic to your holiday decor. Each piece is unique, reflecting centuries of European craftsmanship. #ChristmasDecor #HandmadeOrnaments #HolidayElegance #GlassArt