Brand Tone

Artistic & Sculptural, Considered & Meticulous, Sophisticated & Refined, Personal & Intimate, Quietly Confident

Brand Values

• •Craftsmanship & Quality: Belief in timelessness achieved through the highest calibre craftsmen and materials.
• •Considered Design: Collections evolve with patience, not bound by seasonal trends, taking cues from life's subtle details.
• •Authenticity & Artistry: A deep personal connection to the practice, where decision-making and materials are addressed with thought and care.
• •Sustainability & Responsibility: Commitment to responsibly sourced, conflict-free materials, and small-scale production to minimize environmental impact.
• •Timelessness: Creating pieces that last, both in quality and design, moving beyond commerciality.
• •Curiosity & Purpose: Examining the world with innate curiosity, ensuring works are precise and serve a purpose.

Best Practices

• •Embrace the "Sculptural & Considered" Lexicon: Use words that evoke artistry, precision, form, texture, and thoughtfulness (e.g., "sculpted," "considered," "meticulous," "form," "tactile," "narrative," "intrinsic").
• •Prioritize Visual Storytelling: Ensure photography and videography align with the minimalist, artistic, and sophisticated aesthetic. Let the craftsmanship and design of the jewellery speak for themselves.
• •Maintain a Refined and Personal Voice: Avoid overly casual slang or hype. Communicate with a sense of quiet confidence and warmth, emphasizing the personal connection to the craft and the client.
• •Highlight Values in Communication: Weave in mentions of ethical sourcing, craftsmanship, timeless design, and the bespoke experience naturally within product descriptions, social media posts, and "About Us" narratives.
• •Consistency Across All Touchpoints: Ensure the tone is consistent from the website copy and product descriptions to Instagram captions, email communications, and any in-person interactions at the studio. Develop internal guidelines if multiple people are creating content.

Social Perception

Hamish Munro is perceived as a talented designer creating unique, sculptural, and high-quality fine jewellery. He is seen as an artist whose background in sculpture informs his distinct aesthetic. The brand is associated with bespoke, artfully-designed pieces, particularly rings, that are considered investment pieces. There's an appreciation for the thoughtful design process and the intimate, tailored experience offered at his Melbourne studio. His work is featured in publications that highlight noteworthy Australian designers, indicating respect within the design community.

Copy Examples

• •Instagram Post (Showcasing a new ring): "The Ellipse Ring. A study in form and light, sculpted from 18ct yellow gold and set with a responsibly sourced Australian sapphire. Each curve considered, each facet a testament to enduring craftsmanship. Discover the story within the stone. #HamishMunro #FineJewellery #SculpturalDesign #MadeInMelbourne #EthicalLuxury"
• •Website "About Us" Snippet: "At Hamish Munro, jewellery is an intimate dialogue between material, form, and wearer. Guided by a sculptor's sensibility and a deep respect for enduring craftsmanship, we create pieces that are not merely adornment, but quiet expressions of individuality. Our collections evolve organically, reflecting a considered approach to design and a commitment to timeless quality."
• •Product Description (for a bespoke piece): "Crafted in our Melbourne studio, this bespoke creation was born from a shared vision. The client’s story, translated into the language of precious metal and hand-selected gemstones. A unique commission, embodying personal significance and the Hamish Munro dedication to artistry and intimate detail."
• •Email Newsletter Introduction (announcing a new collection): "Dear [Client Name], We invite you to explore our latest series – a collection born from quiet observation and a dedication to refined detail. Each piece is a testament to the beauty found in considered design and the enduring allure of handcrafted excellence. Experience the new arrivals at our Collingwood studio or online."
• •Social Media Story (Behind-the-scenes glimpse): (Video of hands carefully setting a stone) Text overlay: "The patient hands behind each piece. Precision, artistry, and a commitment to lasting beauty. #HamishMunroStudio #Craftsmanship #BespokeJewellery"