Brand Tone

Artistic, Romantic, and Intellectual

Brand Values

• •Artisanal Craftsmanship
• •Celebration of Nature & Delicacy
• •Storytelling & Emotion
• •Individuality & Expression
• •Sustainable Luxury

Best Practices

• •Use Evocative, Sensory Language: Always choose descriptive and romantic words. Instead of "nice earrings," use phrases like "delicate jewels that tremble on the earlobe." Focus on how the pieces feel, the stories they tell, and the emotions they evoke.
• •Weave in the Narrative: Never present a product without its story. Whether it's the botanical inspiration, a mythological reference, or the craftsmanship involved, context is key. This elevates the product beyond a mere object.
• •Emphasize Craftsmanship and Origin: Consistently mention that pieces are "handmade in our Paris atelier." Use terms like "savoir-faire," "meticulous," and "artisanal" to reinforce the brand's commitment to quality and human touch.
• •Maintain an Educated Tone: Continue to use precise (even scientific or Latin) names for the flora that inspires the designs. Briefly explain the concepts behind collections to engage the audience on an intellectual level without alienating them.
• •Champion Delicacy and Care: Integrate the concept of fragility and the need to cherish the jewelry into the copy. This aligns with the brand is values and creates a perception of preciousness, encouraging mindful ownership.

Social Perception

The brand is perceived as a niche, high-end designer label for those who appreciate art, fashion, and unique design. It is highly regarded within fashion circles, as evidenced by features in publications like Wallpaper and interviews on fashion podcasts. The social media audience is engaged and appreciative, often leaving comments that praise the artistic and delicate nature of the work. The founder is background at major fashion houses lends significant credibility and reinforces the perception of the brand as one of quality and refined taste.

Copy Examples

• •Captured in crystal, the ephemeral bloom of the night-flowering cereus. Each bead is hand-stitched in our Paris atelier, a quiet meditation on flora that only reveals its beauty after dark. The Aster Nocturnus earring—a piece of wearable poetry for moments that matter. #HelenaThulin #ArtisanJewelry #BotanicalBeauty
• •Jewelry or art? We believe it can be both. Helena Thulin explores the delicate space between nature and adornment. Inspired by the fragility of wildflowers and crafted with the precision of couture beading. Discover pieces with a story. Shop the new collection.
• •The 'Aelia' Necklace is a study in delicate structure, inspired by the myth of the Heliades, whose tears turned to amber. Cascading strands of glass beads and Swarovski crystals evoke weeping willow branches, moving with a fluid grace. This piece is not merely an accessory, but a narrative worn close to the heart, handcrafted to be treasured for a lifetime.
• •Floraïdoscope: A New Botanical Story Unfolds...
• •We see beading not as a simple craft, but as a language. With it, we translate the poetry of the botanical world—from the robust architecture of a petal to the subtle melancholy of a wilting stem. Each piece from our Parisian studio is a dialogue between hand and material, a testament to the enduring beauty of things made with patience and purpose.