Brand Tone

Aspirational yet accessible, friendly, and conscious.

Brand Values

• •Affordable Luxury
• •Quality & Craftsmanship
• •Ethical & Sustainable Practices
• •Inclusivity & Empowerment
• •Customer-Centric
• •Storytelling & Self-Expression

Best Practices

• •Emphasize "Affordable Luxury": Consistently use language that blends aspiration with accessibility. Words like "luxe," "opulent," "premium," "elevate" paired with "affordable," "everyday," "wallet-friendly."
• •Highlight Material Benefits Clearly: Always mention key material qualities like "18k gold layered," "hypoallergenic," "nickel-free," "non-tarnish," and "water-resistant" to build trust and address customer concerns directly.
• •Incorporate Values Subtly: Weave in mentions of ethical sourcing, sustainability (e.g., "responsibly sourced gemstones," "crafted with care for you and the planet"), and empowerment messages where appropriate and authentic.
• •Maintain an Inclusive and Friendly Voice: Address the customer directly using "you" and "your." Keep the tone warm, inviting, and positive. Ensure messaging reflects inclusivity (e.g., "for every woman & man").
• •Focus on Storytelling and Self-Expression: Encourage customers to see the jewellery as part of their personal narrative. Use phrases that evoke emotion and personal connection, such as "tell your story," "express your unique style," "celebrate your moments."

Social Perception

Customers perceive HACKNEY NINE Jewellery positively, frequently highlighting the value for money, attractive designs, and good quality for the price. The hypoallergenic quality is a significant point of appreciation among customers with sensitive skin. The brand is seen as offering stylish and on-trend pieces that look more expensive than they are.

Copy Examples

• •Your daily dose of brilliance. Discover HACKNEY NINE: luxe 18k layered jewellery designed for your every story, without the luxury markup. Shine on, consciously.
• •Sensitive skin? Meet your new favourite sparkle. Our hypoallergenic, nickel-free pieces mean you can finally enjoy beautiful jewellery, worry-free. Elevate your everyday with HACKNEY NINE.
• •From Hackney roots to your unique style. We believe in beautiful, ethically crafted jewellery that empowers you to express yourself. Find your signature piece and tell your tale.
• •Make every moment golden. With HACKNEY NINE, exquisite design and kind-to-skin quality are always within reach. Because luxury should feel good, inside and out.
• •Join the HACKNEY NINE story. We’re more than just jewellery; we’re a commitment to affordable-luxe style, sustainable choices, and celebrating the magic in the everyday. What will your piece say about you?