Brand Tone

Elegant & Sophisticated, Ethical & Conscious, Personal & Storytelling, Empowering & Expressive, Trustworthy & Expert

Brand Values

• •Ethical Sourcing & Sustainability
• •Craftsmanship & Quality
• •Versatility & Personal Expression
• •Timelessness & Enduring Beauty
• •Customer Joy & Trust
• •Purpose-Driven Luxury

Best Practices

• •Anchor in Your Values: Always circle back to Juraster's core values of ethics, craftsmanship, versatility, and timelessness. Every piece of copy should subtly (or overtly, when appropriate) reinforce these principles. For example, consistently mention "Fairmined gold," "responsibly sourced diamonds," or "conscious craftsmanship."
• •Speak with Elegant Empathy: Combine sophisticated language with an understanding of the customer's desire for personal expression and meaningful purchases. Use words that evoke beauty, permanence, and personal significance ("timeless," "heirloom," "story," "transforms with you").
• •Highlight the "Why" Behind the "What": Don't just describe the jewellery; explain its purpose and the philosophy behind it. For Juraster, this means emphasizing not only the beauty but also the ethical journey of the materials and the versatile design meant for a lifetime of wear.
• •Maintain a Consistent Lexicon: Develop a list of brand-approved keywords and phrases (e.g., "transformable," "ethical bedrock," "conscious craftsmanship," "wave makers," "spellbinding," "chart your life") and use them consistently across all platforms. This builds recognition and reinforces brand identity.
• •Empower Through Expertise: Leverage Jessica Cadzow-Collins' extensive experience to build trust and authority. Copy can subtly reference this expertise, assuring customers of the quality and thoughtful design behind each piece, making them feel they are investing in something genuinely special and expertly crafted.

Social Perception

Positive & Reputable, Ethically Minded, High Quality & Luxurious, Innovative & Unique, Customer-Focused

Copy Examples

• •Headline: Juraster: Ethically Crafted. Infinitely You. Body: Discover fine jewellery that transforms with your life’s moments. Each piece, born from Fairmined gold and responsibly sourced gems, is designed to be as versatile and unique as your own story. Wear your values, elegantly.
• •Social Media Post (Image: Close-up of a transformable necklace being worn in two different ways): Caption: One necklace, countless expressions. Our transformable Wayfarer Lariat, crafted from ethical Fairmined silver, invites you to tell your story anew each day. How will you wear yours? #Juraster #EthicalJewellery #TransformableStyle #MyStoryInJewels #ConsciousLuxury
• •Product Description Snippet (for a ring): More than a ring, it's a future heirloom. Meticulously handcrafted with Fairmined 9ct gold and a constellation of ethically sourced diamonds, this piece is a testament to timeless design and conscious craftsmanship. Designed to chart the chapters of your life, beautifully.
• •'About Us' Excerpt: Founded by Jessica Cadzow-Collins, a gemmologist with over thirty years at the pinnacle of fine jewellery, Juraster was born from a desire to create spellbinding pieces with a soul. We believe true luxury lies in ethical practices, exceptional craftsmanship, and the freedom to express your evolving self. Jewellery to journey with you, for a lifetime and beyond.
• •Email Subject Line: Unlock Your Inner Sparkle with Juraster’s Transformable Designs Email Body Preview: Dear [Customer Name], At Juraster, we see jewellery as an extension of your spirit. Explore our latest collection of ethically sourced, transformable fine jewellery, and find the piece that speaks to your unique story.