Brand Tone

Passionate, Authentic, Storytelling, Appreciative, Customer-Centric, Conscious, Ethical, Elegant, Unique, Approachable and Friendly.

Brand Values

• •Uniqueness & Individuality
• •Quality Craftsmanship
• •Heritage & History
• •Sustainability & Responsibility
• •Customer Satisfaction
• •Authenticity
• •Family & Passion

Best Practices

• •Storytelling is Key: Always weave in the narrative behind the materials. Whether it's the historical significance, the natural origin, or the upcycling journey, this is central to the brand's appeal.
• •Emphasize Authenticity & Quality: Use language that reassures customers of the genuine nature of the materials and the high standard of craftsmanship. Mention certificates, sterling silver, and the handmade process.
• •Maintain a Personal, Family-Run Feel: Even as the brand grows, retain the voice of Zoe and Louise. Use "we" and share insights into the sourcing and creation process. This builds a connection.
• •Highlight Ethical Practices: Consistently mention sustainable packaging, purposeful upcycling, and charitable donations. This reinforces brand values and appeals to conscious consumers.
• •Visual & Verbal Cohesion: Ensure that the elegant, unique, and storytelling tone of the copy is matched by high-quality, clear, and aesthetically pleasing photography and videography across all platforms. The visual presentation should feel as special as the items themselves.

Social Perception

Highly Trusted, Purveyor of Special Gifts, High Quality & Craftsmanship, Unique & Interesting, Ethical & Sustainable Appeal, Excellent Customer Service.

Copy Examples

• •Homepage Banner: Own a Piece of History. Discover unique, handcrafted jewellery and cufflinks forged from genuine Spitfire wings, ancient fossils, and fragments of time. Hepburn & Hughes: Wear the Story.
• •Product Description (Spitfire Cufflinks): More than just cufflinks, these are relics of courage. Crafted from genuine Spitfire aircraft, each pair carries the spirit of WWII heroes. Presented in sustainable packaging with a certificate of authenticity. A truly remarkable gift, with £5 from your purchase supporting SSAFA, the Armed Forces charity.
• •Social Media Post (Instagram - showing a new Art Deco piece): Inspired by the timeless elegance of the Art Deco era, this sterling silver pendant features a fragment of genuine Clarice Cliff ceramic, lovingly upcycled into a wearable work of art. Each piece is unique, just like you. ✨ #HepburnAndHughes #ArtDecoJewellery #UpcycledTreasure #HandmadeWithLove #UniqueGifts
• •About Us Snippet: From our family to yours. At Hepburn & Hughes, Zoe and Louise passionately scour history and nature to bring you exceptional, handcrafted jewellery. We believe in purposeful upcycling, turning forgotten relics and natural wonders into unique treasures with stories to tell.
• •Email Newsletter Subject: Unwrap History: New Arrivals & The Stories They Hold... Body Snippet: This week, journey back in time with our latest curated collection. Imagine... [briefly tell a captivating origin story of a new item]. Explore these and other unique, handcrafted pieces, each waiting to become part of your story. Plus, discover how your choices support sustainable practices and our charity partners.