Brand Tone

Sentimental, Genuine, and Elegant.

Brand Values

• •Sentimentality & Storytelling
• •Personalization
• •Craftsmanship & Quality
• •Family & Connection

Best Practices

• •Lead with Emotion: Always start copy, whether for a product or a social media post, by tapping into the emotional driver. Use words like "cherish," "treasure," "celebrate," "remember," and "connect" to frame the product's purpose beyond its physical attributes.
• •Emphasize the "Story": Consistently use the "story" metaphor. Refer to products as ways to "tell your story," "wear your story," or "share their story." This reinforces the core brand value and gives a unified purpose to all communications.
• •Maintain the Founders' Voice: Continue to reference the founders, Julie and Jo, in communications where appropriate (like the website's 'About Us' page or occasional social posts). This preserves the genuine, family-run feel and distinguishes the brand from larger, more impersonal competitors.
• •Use Elegant and Simple Language: The brand's tone is sophisticated but not overly complex. Avoid slang or overly casual language. Stick to clear, elegant, and heartfelt phrasing that reflects the timeless nature of the jewelry.
• •Engage with Warmth and Empathy: In all customer-facing interactions (email, social media comments, review responses), mirror the established tone. Be warm, personal, and empathetic. Acknowledging the emotional significance of a customer's purchase reinforces their positive perception of the brand.

Social Perception

Highly Trusted, Heartfelt, and High-Quality.

Copy Examples

• •Hold your most cherished moments close. Our new Sterling Silver 'Storyteller' Locket is designed to carry the memories that shape you. Engrave a name, a date, or a secret message, and choose the photos that tell your unique story. Because some jewelry is more than an accessory—it's a part of you. #WearYourStory #LittleLocketsLondon #KeepsakeJewellery
• •For the bride, for her 'something blue,' for a memory held close on the most special day. Our handmade wedding bouquet charms are a delicate and personal way to honor a loved one or carry a message of love down the aisle. Customize yours today and make your walk unforgettable. #LittleLocketsWeddings #BridalCharm #SomethingBlue
• •Your Story, Beautifully Told. At Little Lockets London, we handcraft personalized jewelry designed to be treasured for a lifetime. From photo lockets that keep loved ones near, to bespoke gifts that celebrate every chapter. Find your forever piece today.
• •A gentle way to keep their memory with you, always. This elegant memorial locket offers a private and beautiful space to hold a cherished photo. Handcrafted with care and designed for comfort, it serves as a constant reminder that those we love are never truly far from our hearts. Personalize it with an initial to create a truly unique tribute.
• •The perfect gift is personal. Imagine their smile opening a locket with a favorite memory inside. Our collection is all about creating those moments. Handmade in the UK by sisters Julie & Jo, each piece is a celebration of love, family, and connection. #PersonalisedGift #LocketNecklace #SentimentalJewelry