Brand Tone

Elegant, Passionate, and Educational

Brand Values

• •Heritage & Tradition
• •Authenticity & Craftsmanship
• •Preservation & Sustainability
• •Education & Appreciation
• •Elegance & Beauty

Best Practices

• •Prioritize Storytelling: Every piece of copy, from a short caption to a product description, should tell a story. Focus on the heritage, the artisan's skill, the history of the design, or the brand's preservation mission.
• •Use an Elegant and Evocative Vocabulary: Employ words that reflect the quality and artistry of the product, such as "meticulous," "ancestral," "timeless," "delicate," and "masterpiece."
• •Educate, Don't Just Sell: Frame the purchasing decision as an investment in art and cultural preservation. Explain the value behind the handmade process and what makes filigree a unique art form.
• •Maintain Visual and Textual Harmony: Ensure that the sophisticated and clean aesthetic of the photography is matched by refined and polished copy. The visual and written tones should always be aligned.
• •Embody the Voice of a Passionate Guardian: Write with confidence and conviction. The brand is an authority and a protector of filigree. This passion should translate into strong, purposeful, and inspiring language.

Social Perception

House of Filigree is perceived as a prestigious and culturally significant brand. It is seen as more than just a jewelry store; it is an institution dedicated to the preservation of a national art form. The public and media view them as guardians of Portuguese heritage, fighting against the homogenization of industrial production. The founders are respected for continuing their family's legacy with a modern and sustainable approach. Customers and visitors likely perceive the brand as high-end, authentic, and trustworthy, offering not just a product, but a piece of history and art.

Copy Examples

• •The soul of Portugal, woven in threads of gold. Each twist and turn of our filigree is a story whispered by the hands of our master artisans. This is not just jewelry; it is living history. #HouseOfFiligree #PortugueseFiligree #HandmadeHeritage
• •Introducing The Contemporary Collection. Where timeless tradition meets modern elegance. Discover designs that honor our past while embracing the future. Artfully handcrafted for the discerning collector.
• •The 'Viana Heart' Necklace: A symbol of love and devotion, meticulously handcrafted in our Porto atelier. Every delicate detail is a testament to the centuries-old art of Portuguese filigree. Wear a masterpiece of cultural heritage.
• •We believe that true art cannot be mass-produced. House of Filigree was born from a passion to preserve the delicate art of handmade filigree for generations to come. Join us in celebrating and safeguarding this precious Portuguese treasure.
• •How can we defend a heritage if we don’t know it? Step into the House of Filigree and journey through the story of an art form. Witness our artisans at work and discover the soul behind the jewelry. Book your visit and become part of the future of filigree.