Brand Tone

Aspirational & Empowering

Brand Values

• •Craftsmanship and Quality
• •Modern & Timeless Design
• •Emotional Connection & Self-Expression
• •Accessibility

Best Practices

• •Lead with Emotion, Support with Detail: Start copy with the feeling or value (e.g., empowerment, timelessness, self-love) and then follow up with the tangible details (e.g., handcrafted, 18k gold, designed in Beirut).
• •Use "You-Centric" Language: Frame the narrative around the customer. Instead of "Our jewelry is beautiful," use "All the splendour you will see in our pieces is not half of what you have inside you." This makes the message personal and empowering.
• •Maintain a Consistent Keyword List: Regularly use terms like "modern," "timeless," "handcrafted," "everyday elegance," and "self-expression" across all platforms to reinforce brand identity.
• •Develop a Visual-Verbal Synergy: Ensure the clean, minimalist, and sophisticated visual style of the photography is always matched by copy that is equally refined, clear, and elegant. The words should feel like they belong to the images.
• •Create a Brand Voice Guide: Document the tone (aspirational, empowering, chic) and values (quality, modernity, self-expression). This guide should include approved phrases and words to avoid, ensuring anyone writing for the brand can maintain its distinct voice.

Social Perception

Positive, elegant, modern, and high-quality, appealing to a youthful and style-aware clientele.

Copy Examples

• •Your story, told in layers of gold. Our essentials are designed to be mixed, matched, and loved every single day. #LeCarre #ModernHeirlooms #SelfExpression
• •More Than Jewelry. It's a Feeling. Discover handcrafted pieces that celebrate the modern you.
• •The embodiment of effortless elegance. Handcrafted from 18k gold-plated sterling silver, this ring is your perfect daily companion—a subtle reminder of your own inner light. Designed to be worn alone for a touch of minimalism or stacked to make a statement.
• •Looking for your forever jewelry? Le Carre offers timeless, handcrafted pieces made with passion and precision. Quality you can feel, designs you'll love. Shop our new collection now and enjoy complimentary shipping.
• •A little something just for you