Brand Tone

Elegant, Symbolic, and Traditional

Brand Values

• •Originality and Danish Design
• •Symbolism and Meaning
• •Quality Materials
• •Local Connection

Best Practices

• •Always start copy by connecting the jewelry to its deeper meaning. Whether it’s family, nature, or protection, the story behind the piece should be the primary focus before mentioning materials or specifications.
• •Consistently use the phrase "Danish design" or "100% Dansk design" to reinforce the brand's core value of authenticity and heritage. This builds trust and distinguishes it from mass-market competitors.
• •Use words like "elegant," "timeless," "symbolic," "crafted," and "meaningful." Avoid slang, overly casual phrases, or aggressive sales language ("Don't miss out!"). The tone should remain refined and confident.
• •Periodically mention the brand's roots in Odsherred and the seasonal showroom in Rørvig. This grounds the brand in a real, physical location, adding a layer of authenticity and local charm that online-only brands lack.
• •Ensure that all photography reflects the tone of the copy. Images should be clean, professional, and focused on the elegant details of the jewelry, avoiding overly lifestyle-heavy shots that might dilute the focus on craftsmanship and symbolism.

Social Perception

The brand is intended to be perceived as a trustworthy and specialized Danish jeweler, a go-to source for meaningful and traditional gifts. It targets a clientele that values classic motifs, craftsmanship, and the narrative behind their purchases, appealing to a mature audience.

Copy Examples

• •Wear a story of connection. Our Tree of Life collection, crafted in 100% Danish design, symbolizes family, growth, and strength. Each branch, a new chapter. Each leaf, a cherished memory. Made with pure sterling silver to last a lifetime. Discover the collection on our website.
• •Embrace the beauty of nature's cycle with 'The Four Seasons' pendant. This unique piece captures the essence of the year in a single, timeless design: delicate spring buds, radiant summer blossoms, rich autumn leaves, and the clear sparkle of winter opals. Designed in-house and meticulously crafted from 18k gold-plated sterling silver, it’s a tribute to life's beautiful and ever-changing journey.
• •A Timeless Gift for a Cherished Moment | Holmgaard Smykker
• •Holmgaard Smykker: More Than Jewelry. It's a Symbol. Uniquely Danish Designs, Crafted with Meaning.
• •Find a Deeper Meaning. Looking for a gift that truly resonates? The Guardian Angel collection from Holmgaard Smykker is designed to offer a sense of comfort and protection. Each piece is an original Danish design, created in our Odsherred studio. The perfect symbol of love and care for someone special.