Brand Tone

sincere, charming, and gentle

Brand Values

• •Uniqueness
• •Natural Beauty
• •Customer Connection
• •Authenticity
• •Accessibility

Best Practices

• •Lead with the Story: Always connect the copy back to the brand's core story—its roots in Devon, its family-run nature, and its inspiration from the natural world. This is your strongest differentiator.
• •Use Gentle, Evocative Language: Employ words like "gentle," "whisper," "treasure," "charming," and "inspired by" rather than "best-selling," "on-trend," or "must-have." The language should reflect the delicate and personal nature of the products.
• •Speak from a Personal Perspective: Use "we" and "our" to reinforce the family business identity. Frame communications as if you are speaking directly to a friend or a valued member of your community (e.g., "We hoped you'd love this...").
• •Emphasize the 'Why' Over the 'What': Instead of just describing a necklace's dimensions, describe the feeling or the natural element it represents. The value is in the inspiration and sentiment, not just the physical object.
• •Maintain Visual and Textual Harmony: Ensure all written content, from the website to any future social media or email marketing, is paired with visuals that reflect the same gentle, natural, and uncluttered aesthetic seen on the website. Consistency across all elements builds a powerful and memorable brand identity.

Social Perception

The brand is perceived as a quaint and trustworthy online boutique, a reliable, small-scale artisan business. Its clean design, focus on nature-inspired products, and family-run narrative shape this impression.

Copy Examples

• •Inspired by the quiet magic of a woodland walk in Devon, our Fern Leaf Necklace captures the delicate details of a freshly unfurled frond. Wear it as a simple reminder of nature's effortless beauty. Each piece is designed to be a treasured part of your story.
• •From the heart of the countryside, to the heart of your jewellery box. Discover unique pieces inspired by the wild.
• •Hello from our little corner of Devon! We're not a big company; we're a small, family-run gallery with a simple passion: creating beautiful jewellery that feels personal to you. Thank you for being a part of our journey.
• •Hold a little piece of nature close. Our unique, handcrafted jewellery celebrates the small wonders that surround us. Find your new treasure at Joanna White Gallery.
• •Your little piece of treasure is on its way!