Brand Tone

Elegant, Artisanal, Evocative, Sophisticated, and Poetic

Brand Values

• •Heritage and Tradition
• •Craftsmanship and Artistry
• •Nature-Inspired
• •Ethical and Conscious Luxury
• •Individuality and Empowerment

Best Practices

• •Embrace Storytelling: Every piece of copy, from a social media caption to a product description, should tell a part of the GLOWE story. Focus on the inspiration (nature, the elements), the process (handcrafted, artisanal), and the heritage.
• •Use Evocative and Sensory Language: Instead of generic adjectives, use words that create a mental picture and evoke feeling. Terms like "fusion of imagination," "subtle sophistication," and "tribute to the purity of nature" set a consistent, elevated tone.
• •Maintain Visual and Textual Harmony: The clean, elegant, and nature-focused aesthetic of the visuals should be perfectly matched by the copy. The text should be as refined and thoughtfully composed as the photographs.
• •Highlight Core Values in All Communications: Regularly weave in the brand's values of heritage, craftsmanship, sustainability, and individuality into the copy. This reinforces the brand's identity and builds a deeper connection with the audience.
• •Develop a Brand Voice Guide: Create an internal document that outlines the brand's tone, key messaging pillars, approved terminology, and words to avoid. This will ensure that anyone creating content for GLOWE, from a social media manager to a web designer, maintains a consistent voice.

Social Perception

A high-end, artisanal jeweler for discerning individuals who value unique design, storytelling, ethical production, and timeless, meaningful pieces over fast-fashion trends.

Copy Examples

• •Forged from the earth, for the woman who is a force of nature. Our handcrafted porcelain and gold ring, a testament to timeless strength and delicate beauty. #GLOWE #FineJewelry #HandcraftedLuxury #ElementsOfLuxury
• •GLOWE: Where 80 Years of Heritage is Forged into Modern Heirlooms.
• •A Story in Every Stone: Discover Our Newest Handcrafted Pieces.
• •As ethereal as the wind it was inspired by. This delicate piece, handcrafted with the finest gold, captures the essence of freedom and the lightness of being. A whisper of elegance for your everyday.
• •Luxury you can feel good about. At GLOWE, each piece is a commitment to sustainable sourcing and artisanal craftsmanship. Wear your values. #GLOWE #EthicalLuxury #ConsciousConsumer