Brand Tone

Elegant, Personal, and Educated

Brand Values

• •Craftsmanship
• •Ethical Responsibility
• •Meaningful Connection

Best Practices

• •Lead with the "Why," Not Just the "What": Always connect the product back to a core brand value. Instead of just "Solid Gold Ring," use "A Ring to Mark the Moment. Handcrafted in solid recycled gold..." This infuses meaning into every description.
• •Emphasize the Human Touch: Regularly use words like "handcrafted," "sculpted," "studio," and "founder, Diana." This constantly reminds the audience of the skilled, personal craftsmanship behind the brand and prevents it from feeling like a faceless company.
• •Educate, Don't Just Sell: Frame content as a source of expertise. Use blog posts, social media captions, and emails to explain the difference between gold karats, the benefits of recycled materials, or how to create a perfect "ear stack." This builds trust and positions the brand as a helpful guide.
• •Use a Consistent Lexicon of "Power Words": Create a list of on-brand words and use them repeatedly. For Lily Flo, this includes: Luminous, Sculptural, Timeless, Meaningful, Conscious, Handcrafted, Heirloom, Radiant, Connection, Story. This verbal repetition solidifies the brand identity in the customer's mind.
• •Let the Founder's Voice Shine Through: Whether in an email signature, a social media post, or an "About" page, maintain the personal, passionate voice of Diana. Writing in the first person occasionally ("My vision is...") reinforces the brand's origin story and makes the connection with the customer feel more authentic and direct.

Social Perception

Positive, centered on Quality, Delicacy, and Excellent Personal Service.

Copy Examples

• •Introducing The Kaia Collection: Sculpted by hand, inspired by light. Discover pieces designed to become part of your story. Each ring and necklace in our new collection is handcrafted in our London studio from solid 18k recycled gold, created to capture the quiet poetry of form and light. Wear them as a reminder of your own journey, your own strength. #LilyFloJewellery #ModernHeirlooms #EthicalFineJewellery
• •Luxury that feels thoughtful. True beauty lies in the details—and in the making. At Lily Flo, we believe in conscious luxury. That’s why every piece is designed and made in our London studio using 100% recycled gold and ethically sourced diamonds. Choose jewellery that not only looks beautiful but aligns with your values. Explore our commitment to sustainability. CTA: Shop Ethical Jewellery
• •Stardust Scattered Stars 9ct Gold Necklace. A delicate constellation for your everyday. Inspired by the cosmos, this necklace features five bezel-set, conflict-free diamonds scattered along a fine, solid 9ct recycled gold chain. Handcrafted in our London studio, it’s a piece of quiet radiance, designed to be worn alone for a minimalist statement or layered to tell a story that is uniquely yours. A modern heirloom for life's meaningful moments.
• •From a Career in Law to a Calling in Craft. Lily Flo Jewellery was born from a passion for creation and a belief that the most beautiful things have soul. I’m Diana, and after a decade in advertising, I followed my dream to create meaningful, handcrafted jewellery. Here in my London studio, I sculpt recycled gold and ethical diamonds into pieces that celebrate connection, light, and the stories that shape us. This isn't just a business; it's my life's work.
• •Subject: Let's Create Your Modern Heirloom, Together. Body: Your story is one of a kind. Your jewellery should be too. From reimagining a family stone to designing the engagement ring you've always envisioned, our bespoke service is a personal journey we take with you. Let’s sit down (virtually or in our London studio) and translate your vision into a timeless piece, handcrafted with recycled gold and impeccable attention to detail. CTA: Book Your Complimentary Consultation