Brand Tone

Sophisticated, Aspirational, and Intimate

Brand Values

• •Legacy & Storytelling
• •Responsibility & Transparency
• •Craftsmanship & Quality
• •Intentionality
• •Empowerment

Best Practices

• •Lead with "Why": Every piece of copy should connect back to the brand's core purpose: transforming luxury into a meaningful vessel for legacy and self-expression. Start with the story, not just the product.
• •Use a Lexicon of "Intelligent Luxury": Consistently use words and phrases that reflect the brand's values, such as "intentional," "legacy," "co-create," "traceable," "responsible," and "Maison." This elevates the conversation beyond simple aesthetics.
• •Emphasize Co-Creation: Frame the customer as a partner in the design process. Use inclusive language like "together, we will create" or "your story, our craftsmanship" to reinforce the bespoke and personal nature of the service.
• •Balance Elegance with Authority: The tone should be sophisticated and beautiful, but also confident and knowledgeable. Back up claims of "responsible luxury" and "master craftsmanship" with specifics, such as mentioning the traceability program or the NYC-based artisans.
• •Maintain a Personal Touch: Whether in an email, social media reply, or on the website, the voice should feel like a direct conversation with a trusted advisor. Using "you" and "your" frequently makes the luxury experience feel accessible and centered on the individual client.

Social Perception

LAURENTI NEW YORK is perceived as a modern, trustworthy, and purpose-driven luxury brand. Customers view it as an authority in bespoke jewelry, valuing personalization and access to experts. Its emphasis on ethical sourcing and social impact appeals to conscious consumers, while the founder's role positions it as a thought leader innovating the industry. Its presence on wedding platforms reinforces its credibility in the bridal market.

Copy Examples

• •More Than an Heirloom. A Declaration. This is legacy, defined by you.
• •Crafted not just from gold and diamonds, but from a story. We had the honor of co-creating this piece to mark a new chapter. Because true luxury isn’t just worn—it’s felt, shared, and passed down. What story will your legacy tell? #LaurentiNY #LegacyDefinedByYou #ModernHeirloom
• •Your Story, Cast in Gold | An Invitation from Maison Laurenti
• •Beyond the 4Cs, this ring holds a fifth: Character. Each diamond is responsibly sourced and hand-set by our master jewelers in NYC, creating a symbol of love that is both brilliant and ethical. This isn't just an engagement ring; it's the first chapter of your modern legacy.
• •You build businesses, movements, and families. You build legacies. Your milestones deserve more than just a marker—they deserve a masterpiece. Discover bespoke fine jewelry from LAURENTI NEW YORK, crafted with intention for those who lead with purpose.