Brand Tone

Modern, Educational, and Reverent

Brand Values

• •Modernizing Tradition
• •Authenticity and Quality
• •Self-Expression and Individuality
• •Ethical Craftsmanship
• •Heritage

Best Practices

• •Lead with the 'Why': Always start from the core mission: making jade modern and wearable. Frame every piece of copy around the problem the brand solves—finding authentic, stylish jade jewelry without the 'old-school or overly oriental' feel.
• •Balance Modernity with Heritage: Never mention the modern designs without acknowledging the rich history and meaning of jade. Use phrases like 'Honoring tradition, embracing modernity' to reinforce this key value. This duality is the brand's unique selling proposition.
• •Educate, Don't Just Sell: Weave educational tidbits into your copy. Explain the meaning behind a certain color, the origin of the stone, or the symbolism of a shape. This adds value beyond the product itself and builds authority and trust.
• •Use Evocative, Sensory Language: Describe the jade with rich adjectives. Instead of just 'green,' use 'Empowering Green' or 'Apple Green.' Use words like 'Mystic,' 'Dainty,' 'Bold,' 'Refined,' and 'Captivating' as seen on the website to describe the feeling of the jewelry.
• •Maintain a Personal and Passionate Voice: Channel the founder's story. Write as someone with a genuine passion for jade's potential. Use first-person plural ('we believe,' 'our mission') to create a direct connection with the audience and make the brand feel personal and accessible.

Social Perception

Overwhelmingly positive, characterized by high-quality products, excellent customer service, modern and unique designs, and strong trust and reliability, with consistently high customer ratings.

Copy Examples

• •Bold. Mysterious. Unconventional. Our Mystic Black Jade is for the one who writes their own story. Hand-cut into a modern geometric silhouette, this is not your grandmother's jade. It's your statement. #JadeiteAtelier #ModernJade #BlackJade #FindYourShade
• •From a family of jade merchants in 1960s Hong Kong to a modern design studio today. We’re changing the conversation around jade, one handcrafted piece at a time. Discover jewelry that honors heritage while celebrating your modern style.
• •Tired of the same old jewelry? Discover the quiet elegance of natural jade. Our minimalist designs showcase the stone's true color and character, ethically sourced and handcrafted for a lifetime of wear. Free worldwide shipping. Shop the collection.
• •Embrace a sense of calm and grace with our Dainty Lavender Jade. Believed to bring inner peace, this unique shade adds a subtle touch of color and meaning to your everyday look. Each stone is one-of-a-kind, just like the person who wears it. Set in [metal type], this piece is both timeless and perfectly now.
• •Life is too short for boring jewelry. We founded Jadeite Atelier to break the mold of traditional jade design. Our new collection pushes the boundaries further with clean lines and unexpected color pairings. It’s the stone of your ancestors, redesigned for your life today. Be the first to explore what’s new.