Brand Tone

Artisanal, Personal, and Sophisticated

Brand Values

• •Individuality and Self-Expression
• •Craftsmanship and Quality
• •Authenticity and Passion
• •Simplicity and Timelessness

Best Practices

• •Lead with the 'Why': Every piece of copy, from a product description to a social media post, should connect back to the brand's core story—Rahel Fiebelkorn's passion and the celebration of individuality.
• •Use a 'Maker's Vocabulary': Incorporate words that reinforce the artisanal nature of the products. Use terms like "forged," "crafted," "sculpted," "finished," "studio," and "workshop" to constantly remind the audience of the human touch behind the brand.
• •Embrace the Dichotomy: The brand name "Hochglanz und Matt" is a gift. Use it as a recurring theme. Write about contrasts—light and shadow, rough and smooth, polished and raw—to describe the jewelry's aesthetic and the multifaceted nature of the men who wear it.
• •Speak to 'The Individual,' Not 'The Masses': Address the customer directly using "you" and "your." Frame the jewelry not as a product, but as a personal choice that reflects their strength, personality, and taste.
• •Maintain Visual and Textual Harmony: Ensure the photography style matches the copy. If the copy is sophisticated and minimalist, the images must be clean, high-quality, and focused on form and texture. This creates a cohesive and immersive brand experience.

Social Perception

Perceived as an emerging, niche artisan brand with limited but direct feedback and low mainstream visibility, positioned among Berlin artisans.

Copy Examples

• •Form follows feeling. Our Raw collection is crafted for the man who finds elegance in imperfection. Each piece is handmade in our Berlin studio, celebrating the singular texture of precious metals. This isn't just jewelry; it's an extension of your own story. As individual as you are. #HandmadeForMen #BerlinDesign #HochglanzUndMatt #MensJewelry
• •The Lupo Ring is a study in quiet confidence. Designed and handcrafted by Rahel Fiebelkorn, its polished surfaces and stark, geometric lines capture and reflect light, while the brushed interior ensures comfortable, all-day wear. Forged from solid 925 sterling silver, this piece is made to be worn, to be seen, and to become a part of your personal narrative. A testament to minimalist design and masterful craftsmanship.
• •Beyond Accessory. This is Armor. Handcrafted jewelry from Berlin for the modern man.
• •From Our Hands to Yours: Introducing The Spindle Collection
• •Define Your Own Style. Tired of mass-produced trends? At Hochglanz und Matt, we create handcrafted men's jewelry that values individuality and quality above all else. Each ring, necklace, and bangle is personally made in our Berlin workshop. Discover pieces as unique as your own journey. Shop the collection.