Brand Tone

Elegant & Sophisticated, Aspirational & Luxurious, Personal & Warm, Timeless & Modern, Confident & Joyful

Brand Values

• •Quality & Craftsmanship
• •Timeless Elegance
• •Personal Expression & Storytelling
• •Versatility
• •Authenticity & Passion
• •Connection & Community

Best Practices

• •Embrace Elegant Storytelling: Always weave in the narrative of timelessness, personal memories, and the journey of each piece. Use evocative language that speaks to sophistication and emotion, not just product features.
• •Highlight Quality with Warmth: When discussing materials (14K/18K gold, natural diamonds), balance technical details with the luxurious feel and lasting value, making the high quality feel approachable and desirable.
• •Maintain Visual & Verbal Cohesion: Ensure that the sophistication and elegance of the visuals are mirrored in the copy. Use a refined vocabulary, and ensure captions and descriptions match the high-end aesthetic of product photography and brand imagery.
• •Infuse the Founder’s Voice (Authentically): Channel Isabela Grutman’s passion, her Brazilian warmth, and her personal connection to the jewelry. This can be done through direct quotes, "founder's notes," or by adopting a tone that feels personal and inspired.
• •Speak to Aspiration and Achievability: While luxurious, emphasize the versatility and everyday wearability of the pieces. Position them as cherished investments that enhance daily life, making the aspirational feel attainable and a part of the customer's own story.

Social Perception

Luxury and Exclusivity, Celebrity Endorsement & Association, Fashion-Forward yet Timeless, Founder-Driven, Aspirational Lifestyle, Trusted Quality

Copy Examples

• •Headline: Adorn Your Story. Body: Each Isa Grutman piece is more than exquisite gold and shimmering diamonds—it's a chapter of you. Crafted to be cherished, designed to be lived in. Discover jewelry that becomes part of your legacy. #IsaGrutman #TimelessElegance #MyStoryInGold
• •Headline: Everyday Luxury, Effortlessly You. Body: Elevate your daily moments with the delicate touch of 14K gold and the whisper of natural gemstones. Isa Grutman designs are made for layering, loving, and living beautifully, every single day. Find your signature sparkle. #LuxuryWithinReach #DailyDiamonds #IsaGrutmanStyle
• •Headline: Inspired by Vintage, Reimagined for Today. Body: Discover the perfect blend of classic charm and modern sophistication. Our collections draw from timeless designs, crafted with impeccable quality to adorn the contemporary woman. Wear a piece of art. #VintageInspired #ModernHeirloom #CraftedToLast
• •Headline: The Art of the Layer: Curate Your Shine. Body: From delicate chains to statement pendants, unlock endless possibilities with Isa Grutman’s layer-ready pieces. Mix, match, and express your unique style with ethically sourced diamonds and luminous gold. How will you tell your story today? #LayeredLuxury #JewelryStack #ExpressYourself #IsaGrutman
• •Headline: More Than Jewelry, It’s a Feeling. Body: The confidence of a perfectly placed diamond, the warmth of gold against your skin. Isa Grutman jewelry is designed to make you feel beautiful, radiant, and authentically you. Experience the glow. #FeelBeautiful #IsaGrutmanMagic #EmpoweredElegance