Brand Tone

Artistic & Appreciative, Elegant & Delicate, Personal & Passionate, Authentic & Transparent, Warm & Friendly

Brand Values

• •Craftsmanship & Quality
• •Uniqueness & Singularity
• •Artistic Expression & Inspiration from Nature
• •Timeless Elegance
• •Passion & Dedication
• •Connection & Meaning

Best Practices

• •Embrace Storytelling: Share the narrative behind the brand, the inspiration for collections, and the meticulous crafting process. This reinforces values like passion, craftsmanship, and uniqueness.
• •Use Evocative and Sensory Language: Employ words that convey elegance, delicacy, artistry, and the tactile beauty of porcelain and gold (e.g., "whisper," "luminous," "sculpted," "kiss of gold").
• •Highlight the "Handmade" Aspect Consistently: Remind the audience that each piece is unique and made with personal care and attention by an artisan. This differentiates the brand from mass-produced items.
• •Maintain Visual-Textual Harmony: Ensure that the copy's tone aligns with the aesthetic of the product photography and overall brand visuals – which are typically clean, light, and focused on natural beauty and elegance.
• •Develop a Brand Lexicon: Create a list of preferred words and phrases that align with the brand's tone (e.g., "singular," "timeless," "artisan," "delicate," "hand-sculpted") and ones to avoid (e.g., overly casual slang, aggressive sales language). Regularly review and update this lexicon.

Social Perception

Highly Positive, Appreciation for Craftsmanship, Seen as Special/Unique, Positive Brand Interaction, Association with Delicacy and Elegance

Copy Examples

• •Instagram Post (Image: Close-up of a porcelain earring with gold detail): Touched by light, sculpted by hand. Each porcelain treasure is a whisper of timeless elegance, brought to life with a delicate kiss of 24k gold. Discover the art of Sommer. #SommerJewelry #HandmadePorcelain #ArtisanCrafted #ElegantSimplicity #WearableArt
• •Facebook Ad (Image: Lifestyle shot of a model wearing a Sommer necklace in a natural setting): Inspired by the serene beauty of nature, crafted with passion. Our porcelain jewelry is more than an accessory; it's a unique story waiting to be worn. Each piece is lovingly handmade in our Ericeira studio, ensuring a singular work of art, just for you. Explore the collection. [Link to website] #SommerPorcelainJewelry #HandmadeInPortugal #UniqueDesign #TimelessElegance #NatureInspired
• •Website Product Description (for a floral-inspired piece): Bloom with grace. Our 'Petal Bloom' earrings capture the delicate essence of a flower unfurling. Hand-sculpted from the finest white porcelain and meticulously hand-painted with 24k gold luster, these wearable sculptures are a testament to dedicated craftsmanship and a love for timeless beauty. Each pair, born from three firings, is truly one-of-a-kind. #PorcelainArt #GoldLuster #HandmadeJewelry #BridalElegance #SommerOriginal
• •Email Newsletter Snippet (Subject: A Glimpse into the Art of Sommer): Dear [Customer Name], At Sommer Jewelry, every piece begins with a vision – of light, of nature, of delicate strength. Sofia Bártolo, our founder and artisan, pours her heart and years of dedication into transforming fine porcelain and pure gold into timeless adornments. We invite you to see the journey of your next cherished piece, from our hands to yours. [Link to 'About Us' or a blog post on the process] #TheArtOfPorcelain #BehindTheBrand #SommerValues #HandcraftedWithLove
• •Promotional Tagline for a Special Collection: Sommer Jewelry: Where porcelain meets poetry. Discover our new [Collection Name], handcrafted expressions of light and artistry. #NewCollection #ArtisanJewelry #PorcelainAndGold #UniqueGifts #MadeWithPassion