Brand Tone

Elegant & Sophisticated, Nature-Inspired & Unique, Authentic & Handcrafted, Customer-Centric & Caring, Ethical & Responsible

Brand Values

• •Sustainability & Responsibility
• •Quality & Craftsmanship
• •Unique Design & Icelandic Heritage
• •Customer Focus & Care
• •Ambition, Understanding, Unity, Mindfulness

Best Practices

• •Root in Icelandic Nature: Consistently draw inspiration and metaphors from Icelandic landscapes, flora, and fauna. This is a unique brand differentiator.
• •Emphasize "Handcrafted" and "Sustainable": These are key values and selling points. Weave them naturally into product descriptions, storytelling, and brand messaging to reinforce authenticity and ethical commitment.
• •Maintain an Elegant and Sophisticated Vocabulary: Use refined language that reflects the quality and artistry of the jewelry. Avoid overly casual slang or overly technical jargon.
• •Show, Don't Just Tell, Customer Care: While stating you offer great service is good, let it shine through in helpful product information, clear policies, and a warm, approachable communication style across all touchpoints.
• •Develop a Brand Style Guide: Create a comprehensive document outlining the brand's voice, tone, approved terminology (e.g., "Icelandic nature," "expertly handcrafted," "sustainable luxury"), and a lexicon of words that align with the brand's image. This ensures consistency across all writers and platforms.

Social Perception

Highly Positive, Trusted Brand, Appreciation for Icelandic Connection, Excellent Service Experience, Ethically Conscious Choice

Copy Examples

• •Headline for a new collection: "Capture the Wild Elegance of Iceland. Discover the [Collection Name] – Handcrafted, Sustainable, Uniquely Yours."
• •Product Description Snippet: "Each curve of the [Product Name] earring whispers tales of Icelandic fjords. Expertly handcrafted from recycled sterling silver, this piece embodies timeless design and our commitment to a mindful future. Wear a piece of nature's artistry."
• •About Us Page Excerpt: "Since 1999, AURUM by Guðbjörg has woven the raw beauty of Iceland into every ethically crafted treasure. Our ambition is simple: to create unique, sustainable jewelry that resonates with your spirit, backed by understanding and care."
• •Social Media Post: "Feel the delicate strength of Icelandic nature. Our latest designs, sustainably made in our Reykjavík workshop, are here to add a touch of unique elegance to your story. ✨ #AurumByGudbjorg #IcelandicDesign #SustainableJewelry #HandcraftedLuxury"
• •Email Subject Line for a Promotion: "A Gift from Iceland: Sustainable Elegance & Free Worldwide Shipping."