Brand Tone

Personal, Trustworthy, Passionate, Professional, Approachable, Empathetic, Collaborative

Brand Values

• •Sentimentality and Storytelling
• •Craftsmanship and Quality
• •Honesty and Transparency
• •Individuality and Modern Style
• •Ethical and Responsible Sourcing

Best Practices

• •Always center the copy around the sentimental value and the personal story behind the jewellery, focusing on the "why" rather than just the "what."
• •Regularly incorporate keywords that reflect the brand's values such as "sentimental," "mindful," "honest," "bespoke," "heirloom," "story," "individuality," "forever piece," and "responsibly sourced."
• •Embrace the founder's voice by writing as if Jade herself is speaking, using "we" to create a sense of a personal, collaborative team, and maintaining a passionate, knowledgeable, and genuinely excited tone.
• •Use testimonials and client stories as the primary form of advertising, sharing direct quotes and narratives to provide powerful social proof and align with the value of storytelling.
• •Educate with passion in all communications, sharing knowledge about the craft, materials, and processes to build trust and position the brand as a transparent expert.

Social Perception

Jwllry by Jade® is perceived as a high-end, trustworthy, and highly skilled bespoke jewellery service, with customers feeling a strong personal connection to the founder, Jade. It is seen as the go-to brand for deeply personal and significant jewellery projects, delivering joyful and meaningful experiences.

Copy Examples

• •From a forgotten drawer to a forever piece. We had the honour of taking this family gold, rich with memories, and remodeling it into a ring that tells a new chapter of the story. Mindfully made to be worn and loved every day. This is more than jewellery; it’s a legacy. ✨ #BespokeJewellery #HeirloomRedesigned #SentimentalJewellery #JwllryByJade
• •Your Story, Cast in Gold. Bespoke jewellery crafted with intention, for a lifetime of meaning.
• •Inside the workshop: A story of love and recycled diamonds
• •Your forever ring should be as unique as your love story. Our bespoke engagement ring service is a collaborative journey from start to finish. We begin with your vision, sourcing the perfect conflict-free diamond or gemstone and using recycled precious metals to build a design that is unequivocally you. Let's create a future heirloom together.
• •How it started vs. How it's going: We brought her dream ring to life! 💍