Brand Tone

Artisanal, Evocative, and Trustworthy

Brand Values

• •Craftsmanship & Artistry
• •Sustainability & Ethical Practices
• •Individuality & Self-Expression
• •Heritage & Timelessness
• •Local Brighton Identity

Best Practices

• •Lead with 'Handmade' and 'Brighton': Always emphasize the artisanal, local origin of the products. Phrases like 'Handmade in our Brighton atelier,' 'Crafted in Brighton,' or 'An independent Brighton brand' should be used frequently to reinforce this core identity.
• •Use Storytelling Language: Instead of just listing product features, tell a story. Use evocative and descriptive words like 'heirloom,' 'treasure,' 'talisman,' 'symbol,' and 'story' to connect emotionally with the customer.
• •Highlight Sustainability at Every Opportunity: The use of 'recycled silver,' 'recycled gold,' and 'ethically sourced' materials is a major value proposition. Mention it in product descriptions, social media bios, and ads to attract and retain conscious consumers.
• •Balance Elegance with Edge: The brand's aesthetic combines 'timeless elegance with contemporary design,' as well as darker themes like skulls and ancient artifacts. The copy should reflect this by mixing sophisticated language with bolder, more symbolic descriptions.
• •Focus on 'Forever,' Not 'Trendy': Position the jewelry as a long-term investment. Use phrases like 'built to last,' 'passed down through generations,' and 'timeless classic' to emphasize durability and enduring style over fast-fashion trends.

Social Perception

Overwhelmingly positive; viewed as a highly reliable, high-quality artisan brand with exceptional customer satisfaction and unique designs. Customers appreciate its 'Star Seller' status on Etsy and the distinctiveness of its symbolic jewelry.

Copy Examples

• •A beautiful reminder. Handcrafted in our Brighton atelier from recycled sterling silver, our Memento Mori ring isn't just an accessory; it's a piece of philosophy forged in metal. Designed to be a modern heirloom, a symbol of life to carry with you. #JewelThiefBrighton #HandmadeJewellery #MementoMori #RecycledSilver #Brighton
• •Capture a piece of the cosmos. Inspired by the vast Brighton night sky, this celestial necklace is meticulously handmade to order. Each star is cast from recycled 925 silver, hanging delicately on a fine chain to rest close to your heart. It’s more than jewelry—it’s a personal universe, designed to tell your story. A timeless treasure to wear, love, and pass on.
• •Headline: Ethical Luxury, Uniquely Yours. Body: Jewellery that tells a story. At Jewel Thief Brighton, we handcraft each piece from recycled silver and gold in our seaside workshop. Find the design that speaks to you, from ancient symbols to timeless classics. Independent, sustainable, and handmade with passion. Enjoy free UK delivery. Shop the collection now.
• •Subject: From our hands to yours ✨ New heirlooms have arrived. Preview Text: Discover the latest handcrafted treasures from our Brighton atelier, forged from recycled gold and silver.
• •Founded in 2008 in the vibrant heart of Brighton, Jewel Thief was born from a passion for creating more than just jewellery. We wanted to forge tiny, wearable sculptures—modern heirlooms that feel like they've been discovered, not just bought. Using recycled metals and time-honored techniques, every ring, necklace, and bracelet is a piece of our story, ready to become a part of yours.