Brand Tone

artistic, sophisticated, and personal

Brand Values

• •Artistic Expression
• •Individuality and Uniqueness
• •Quality Craftsmanship
• •Versatility and Innovation
• •Community and Experience

Best Practices

• •Lead with the "Art" Angle: Always frame the jewelry as artistic objects first. Use words like "sculptural," "objet," "form," "line," and "asymmetry." This is your strongest and most unique brand pillar.
• •Emphasize the "Handmade" Story: Consistently mention that pieces are handmade in the Nakameguro atelier. This justifies the quality, explains the "perfect imperfections," and adds a personal, authentic touch that resonates with modern consumers.
• •Use Sophisticated, Evocative Language: Avoid generic descriptions. Instead of "beautiful necklace," use phrases like "a fluid line of silver" or "a composition of light and shadow." Focus on the feeling and the form of the piece.
• •Highlight Versatility and Personalization: For relevant pieces, explain how they can be worn in different ways. Encourage the customer to "make it their own" or "find their own way to wear it," reinforcing the value of individuality.
• •Weave in the Nakameguro Experience: Casually mention the unique store concept (the bar, the atmosphere) in broader communications like ads or "About Us" sections. This reinforces the brand's identity as a destination and a lifestyle, not just a product line. It adds an element of community and modern luxury.

Social Perception

Lamie is perceived as a high-quality, fashionable, and artistic jewelry brand. It is particularly popular among fashion-conscious individuals who appreciate unique and statement pieces. It is recognized as a trendsetter, artistic and unique, and high-quality, carving out a niche for bold yet elegant, art-inspired jewelry.

Copy Examples

• •Art for your hands. Our Spark ring is not just an accessory; it’s a small sculpture, handcrafted to catch the light and the eye. Each line is intentionally imperfect, a celebration of unique form. Discover your own piece of wearable art. #LamieJewelry #WearableArt #HandmadeInTokyo
• •One piece, endless expressions. Born from our belief in versatile design, this piece transforms effortlessly from a delicate necklace to a statement earring. Hand-formed in our Nakameguro atelier, its fluid shape is designed to move with you, adapting to your style and mood. A tribute to the art of transformation.
• •Your jewelry should be as unique as your perspective. At Lamie, we craft pieces that are more like abstract sculptures than accessories. Bold, three-dimensional, and handmade in Nakameguro, Tokyo. Visit us for a new kind of jewelry experience.
• •From the Atelier: New Forms to Wear
• •Lamie: Wearable Sculptures for the Everyday.