Brand Tone

elegant, heartfelt, and ethical

Brand Values

• •Ethical Sourcing & Sustainability
• •Quality Craftsmanship
• •Cultural Heritage & Travel Inspiration
• •Personal Connection & Creating Memories
• •Effortless & Versatile Style

Best Practices

• •Always Emphasize Ethical and Sustainable Practices: Consistently mention the use of recycled materials and ethically sourced gemstones in product descriptions, social media posts, and "About Us" sections.
• •Weave in the Founders' Story and Passion: Subtly incorporate the personal journey and inspiration of the sisters behind the brand to build a heartfelt connection with the audience.
• •Use Descriptive and Evocative Language: Employ words like "delicate," "handcrafted," "timeless," "cherished," and "effortless" to convey the elegance and quality of the jewellery.
• •Highlight Cultural Inspiration (Where Applicable): When a piece is specifically inspired by a cultural motif or tradition, share that story to add depth and uniqueness.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the language used in all communications aligns with the minimalist, elegant, and high-quality visual presentation of the jewellery on the website and social media.

Social Perception

beautiful, delicate, and high-quality demi-fine jewellery

Copy Examples

• •Adorn yourself with stories untold. Our ethically handcrafted jewellery, inspired by global traditions, is designed to be treasured for a lifetime.
• •Discover the delicate beauty of responsibly sourced gemstones, each piece a whisper of modern elegance. Find your everyday treasure with Karrah Jewellery.
• •From our hearts to yours. Sisters Karima and Rahima invite you to experience the joy of unique, mindfully made jewellery that celebrates your individuality.
• •Timeless pieces, ethically made. Embrace sustainable luxury with our collection of recycled silver and gold vermeil jewellery, designed to become modern heirlooms.
• •More than just jewellery, it's a memory in the making. Each Karrah piece is crafted with passion, ready to be part of your unique journey.