Brand Tone

Sophisticated, Curated, Passionate, Nostalgic, Contemporary, Cool, Confident, Authoritative, Friendly, Approachable

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Uniqueness & Individuality
• •Timelessness & Enduring Style
• •Sustainability (implied)
• •Passion for Vintage

Best Practices

• •Embrace "Storytelling Sophistication": Every piece has a history. Weave in details about the designer, the era, and the craftsmanship with an enthusiastic yet knowledgeable tone. Avoid overly casual slang but maintain a contemporary feel.
• •Highlight Authenticity and Quality Confidently: Use language that reassures customers of the rigorous authentication process and the lasting value of the pieces. Words like "authenticated," "meticulously sourced," "investment piece," and "excellent condition" reinforce this.
• •Speak to the "Modern Trailblazer": While the items are vintage, the appeal is to a contemporary individual who values uniqueness and timeless style over fast fashion. Frame vintage as a chic, sustainable, and individualistic choice.
• •Maintain Visual and Verbal Synergy: Ensure the edgy, cool, and sophisticated aesthetic of the product photography is mirrored in the language used. If the image is bold, the copy can be confident and a little audacious.
• •Be Passionately Approachable: Let the genuine love for vintage shine through, but always remain helpful and open to customer inquiries, reflecting the positive service experiences reported by clients. Use a welcoming tone in calls to action and contact information.

Social Perception

Trusted Source for Authentic Vintage, High-Quality Curation, Excellent Customer Service, Stylish & Fashion-Forward

Copy Examples

• •Instagram Post (Showcasing a YSL piece): "Unlock the archives. This authentic 80s Yves Saint Laurent chain doesn't just make a statement, it whispers tales of Parisian nights and audacious style. Ready to write its next chapter with you? #JaggedMetal #VintageYSL #80sPowerDressing #LuxuryReimagined #OwnTheStory"
• •Website Product Description (Dior Earrings): "Dior, darling. From an era of unapologetic glamour, these signed Christian Dior clip-ons are a testament to timeless design and meticulous craftsmanship. Perfectly preserved, they bring a touch of haute couture history to your modern wardrobe. Authenticity guaranteed. #VintageDior #DesignerJewellery #InvestmentPiece #JaggedMetalLondon"
• •Email Newsletter Subject: "Icons Only: Freshly Sourced Chanel & Givenchy Just Landed" Body Snippet: "Step back in style, but make it modern. Our latest curation of authenticated vintage treasures has arrived, featuring breathtaking pieces from Chanel's golden era and the bold elegance of Givenchy. Discover the unique allure that only true vintage can offer. #VintageLuxury #JaggedMetalFinds #SustainableStyle"
• •Facebook Ad (Targeting lovers of unique fashion): "Tired of the same old sparkle? Define your style with iconic vintage jewellery from Jagged Metal. We meticulously source and authenticate designer pieces from the 70s, 80s, and 90s – each with a story to tell. Dare to be different. Shop the collection: [link] #VintageNotVintagePrices #UniqueJewellery #StatementStyle #JaggedMetal"
• •TikTok Video Caption (showing various ways to style a vintage brooch): "Grandma's brooch? Think again! 💅 We're showing you how to rock vintage like it's straight off the runway. This 70s stunner adds instant cool to literally *anything*. Which look is your fave? 👇 #JaggedMetal #VintageJewelry #StyleHack #SustainableFashion #70sVibes"