Brand Tone

Artistic, evocative, and intimate, using poetic and descriptive language to create a sense of wonder and personal connection, embodying quiet luxury and thoughtful craftsmanship.

Brand Values

• •Artistic Integrity
• •Connection to Nature
• •Handmade Craftsmanship
• •Individuality and Uniqueness
• •Understated Luxury
• •Ethical Sourcing
• •Heritage

Best Practices

• •Use Evocative and Sensory Language: Employ descriptive words that appeal to the senses and emotions, painting a picture of the inspiration behind each piece.
• •Tell a Story: Frame each piece of jewelry as part of a larger narrative, whether it's the story of its creation, the natural element that inspired it, or the story of the person who will wear it.
• •Emphasize Artistry and Craft: Consistently use terms like "sculpture," "handcrafted," "artisan," and "one-of-a-kind" to reinforce the brand's commitment to craftsmanship.
• •Maintain a Tone of Understated Elegance: Avoid overly promotional or "salesy" language. The copy should reflect the jewelry's subtle and sophisticated nature.
• •Connect with Core Values: Ensure that the copy consistently reflects the brand's values of nature, individuality, and ethical production. This builds an authentic connection with the target audience.

Social Perception

Perceived as a high-end, niche creator of artistic fine jewelry, well-respected within the design community and featured in prestigious galleries. The brand targets discerning collectors and individuals seeking unique, high-quality, and meaningful pieces, with a significant focus on bespoke services. The primary audience is women who appreciate artistic and narrative jewelry, or men purchasing for them.

Copy Examples

• •Discover the quiet wonder of the ocean's depths. Our Serpent Starfish Earrings are not merely worn, but experienced—a testament to the intricate beauty of the natural world, sculpted in precious metal.
• •Your story, sculpted in gold. Collaborate with Joanna to create a future heirloom, a piece that captures the essence of a moment and the promise of a lifetime.
• •Joanna Peters Fine Jewellery: Where nature's poetry is transformed into wearable art. Each piece, a quiet celebration of imperfection and the wild beauty that surrounds us.
• •Embrace the eternal summer. The Blooming Collection captures the fleeting beauty of a wildflower, allowing you to carry its untamed spirit with you, always.
• •A tiny treasure from the sea, immortalized. Our Hermit Crab Necklace is a reminder to find magic in the unexpected. #JoannaPetersJewellery #FineJewellery #NatureInspired