Brand Tone

Elegant, aspirational, personal, empowering, trustworthy, and meticulous

Brand Values

• •Quality Craftsmanship
• •Lasting Value
• •Customer-Centricity
• •Individuality and Self-Expression

Best Practices

• •Always Use 'Your Light' as a Guiding Theme: Connect product features back to the customer's individuality and self-expression. Use words like 'your,' 'illuminate,' 'shine,' and 'personal' to reinforce the brand name and its meaning.
• •Lead with Quality and Material: Always mention '14K Solid Gold,' 'Natural Gemstones,' and 'Handmade' early in the copy. This immediately establishes the product's value and justifies the premium price point.
• •Emphasize the Artisan Story: Remind customers that their jewelry is made 'in our Istanbul workshop' by a 'second-generation jeweler.' This narrative builds trust and differentiates the brand from mass-produced competitors.
• •Balance Elegance with Edge: The product is both fine jewelry and modern piercing. Use elegant and sophisticated language ('meticulously,' 'brilliance,' 'timeless') but apply it to edgy and contemporary products (like 'daith rings,' 'septum clickers').
• •Incorporate Trust Signals: Weave phrases that build confidence into your copy, such as 'certificate of authenticity,' 'lifetime of wear,' and 'caring customer service.' This addresses potential customer hesitation and reinforces the positive social perception.

Social Perception

Overwhelmingly positive, with customers praising beautiful designs, high quality, and exceptional customer service; trusted for authentic, handmade fine jewelry.

Copy Examples

• •Find your fire. Our 'Wild Collection' isn't just jewelry; it's a symbol of your strength. Handcrafted in 14K solid gold and set with a brilliant-cut diamond, this lion piercing is made to be a part of your story. Shine on. #LaTuaLuce #YourLight #FinePiercing #SolidGoldJewelry
• •✨ Inside: A little light, just for you. Timeless 14K gold pieces to elevate your everyday.
• •A whisper of color, a lifetime of light. This delicate stud features a hand-selected, natural emerald, chosen for its vibrant green hue. Set in warm 14K solid gold by our artisan jeweler, it’s designed for effortless elegance, from your lobe to your helix. A perfect, personal piece to represent your own inner light.
• •Your Story, Cast in Gold. Discover meticulously handcrafted piercing and fine jewelry, designed to be as unique as you are.
• •From our workshop in Istanbul... to Your Light. ✨