Brand Tone

Artistic & Evocative, Authentic & Passionate, Elegant & Simple, Nature-inspired & Organic, Personal & Warm

Brand Values

• •Craftsmanship & Quality
• •Nature & Natural Materials
• •Authenticity & Self-Expression
• •Emotional Connection
• •Simplicity & Elegance
• •Community & Connection
• •Sustainability & Timelessness
• •Giving Back

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of KAKURU's tone (Artistic, Authentic, Evocative, Nature-inspired, Elegant, Warm) with examples of do's and don'ts. This ensures everyone writing for the brand is aligned.
• •Storytelling is Key: Always look for the story behind each piece or collection. Focus on the inspiration (nature, emotions, Greek heritage), the materials, and the handmade process. Let the passion of the creator shine through.
• •Use Evocative and Sensory Language: Appeal to the senses by describing textures (smooth olive wood, cool metal), the visual interplay of materials, and the emotions the jewelry is meant to evoke.
• •Emphasize Authenticity and Craftsmanship: Consistently highlight that pieces are handmade in the Athens workshop by Elina and her team. Use terms like "artisan," "handcrafted," "made with soul."
• •Maintain Visual and Textual Harmony: Ensure the copy complements the visual aesthetic seen on Instagram and the website – elegant, clean, and often connected to nature. The words should feel as carefully crafted as the jewelry itself.

Social Perception

KAKURU Jewelry is perceived as a high-quality, artisanal brand with unique and meaningful designs. Customers highly value the connection to nature, the handmade quality, and the personal involvement of the designer, Elina Kakourou. The brand is seen as authentic and passionate, offering more than just accessories but pieces of art that tell a story and resonate emotionally. There's a strong appreciation for the brand's Greek heritage and the use of local, natural materials. The physical store is viewed as an aesthetically pleasing space that complements the jewelry's character.

Copy Examples

• •Instagram Post (Image of a necklace with olive wood and a gemstone): Whispers of the Peloponnese, captured in wood and stone. Each curve of olive wood tells a story of ancient groves, each facet of the gemstone holds the light of Grecian skies. Wear a piece of nature's soul. #KakuruJewelry #HandmadeTale #NatureInspired #MadeWithSoul
• •Website Product Description (for a ring): The 'Anemos' ring, a tribute to the unseen forces that shape us. Crafted by hand in our Athens workshop, this piece blends the earthy warmth of sustainably sourced olive wood with the cool gleam of recycled silver. A simple yet profound reminder of your own unique journey. #KakuruAnemos #EleganceInSimplicity #ArtisanJewelry
• •Facebook Ad (targeting individuals interested in unique, handcrafted gifts): Searching for a gift that speaks from the heart? KAKURU Jewelry offers more than adornment; it offers a connection. Handmade with passion and inspired by the raw beauty of Greece, each piece is a unique expression of emotion and artistry. Discover jewelry that tells her story. Visit our Athens store or explore online. #KakuruGifts #MeaningfulJewelry #AthensDesign
• •Email Newsletter Snippet (introducing a new collection): Dear KAKURU kindred spirit, We're thrilled to unveil our latest collection, 'Petrichor' – a series born from the earthy scent of rain on dry earth, a celebration of renewal and quiet strength. Discover handcrafted pieces that echo the profound beauty of life's simple moments. Explore Petrichor now. #KakuruPetrichor #NewCollection #HandcraftedLuxury
• •Pinterest Pin Description (image of various earring designs): Adorn your moments. From delicate whispers of silver to bold statements of natural stone, our earrings are designed by Elina Kakourou and handcrafted with soul in the heart of Athens. Find the pair that reflects your inner light. #KakuruEarrings #GreekDesigners #JewelryArt #MadeInGreece