Brand Tone

Personal and Approachable, Passionate and Enthusiastic, Witty and "Unseriously Stylish", Confident and Quality-Focused, Elegant with an Edge

Brand Values

• •Italian Craftsmanship & Quality
• •Authenticity and Passion
• •Sustainability
• •Customer Connection & Trust
• •Individuality and Style
• •Fun and Self-Expression

Best Practices

• •Embrace Andrea's Voice: Continue to use a personal, slightly witty, and passionate first-person narrative where appropriate, especially in blogs, email newsletters, and the 'About Us' section. This makes the brand relatable and authentic.
• •Highlight Italian Craftsmanship with Personality: Don't just state "Made in Italy." Weave in the romance, the skill, the "penne-fuelled pride and passion" behind the pieces, connecting the quality to the brand's story and sourcing trips.
• •Inject "Unseriously Stylish" Fun: Use playful language, humor, and relatable scenarios in product descriptions and social media. Focus on the joy and confidence the jewellery brings, rather than just its features.
• •Subtly Weave in Values: Naturally integrate mentions of recycled materials, handmade quality, and the family-run aspect into storytelling rather than just listing them as bullet points. Show, don't just tell, the brand's commitment to sustainability and ethical sourcing.
• •Maintain a Consistent Visual and Verbal Language: Ensure that the imagery used across all platforms aligns with the described tone (e.g., stylish but not overly formal, perhaps with a touch of everyday luxury or candidness). The language should always feel approachable, even when describing high-quality or statement pieces.

Social Perception

Positive and Trusted, Unique and Stylish, High Quality, Approachable Luxury, Ethical, Celebrity Endorsed (Subtly)

Copy Examples

• •Instagram Post (showcasing new tassel earrings): Warning: may cause spontaneous shimmying. ✨ Our new Italian-made tassel earrings have just landed, and they're bringing all the fun. Handcrafted from recycled silver (because we love our planet as much as a good dance party) and ready to make your lobes the life of any (corner shop) party. Link in bio – go on, treat your inner Bianca Jagger. #LoelAndCo #ItalianJewellery #UnseriouslyStylish #TasselEarrings #MadeInItaly
• •Product Description (for a chunky chain bracelet): Your mum might not get it. Auntie Carol will definitely say it's 'not very feminine.' And that, darling, is precisely why you'll adore it. Our thick curb chain bracelet, straight from the skilled hands of our favourite Italian artisans. It’s bold, it’s beautiful, and it’s unapologetically you. Made with recycled gold, because style and substance go hand in hand. #LoelStyle #ChunkyChain #MadeInItalyWithLove #StatementJewellery #NotForGranny (unless she's super cool)
• •Email Newsletter Snippet (announcing a new collection): Ciao Bellas! Andrea here, fresh from another 'arduous' trip to Italy (someone has to eat all that pizza and find you gorgeous jewels!). I've unearthed some truly special pieces, handcrafted with that passion and flair only the Italians possess. Think sunshine, think laughter, think jewellery that tells a story. Sneak a peek at the new collection – it’s like a little Italian holiday for your jewellery box. [Link to Collection] P.S. Don't tell my husband about the pizza. #LoelJewellery #NewArrivals #ItalianMade #RecycledGold #PassionForPrettyThings
• •Facebook Ad (targeting ethically conscious shoppers): Shine bright, feel good. ✨ At Loel, our stunning Italian-designed jewellery isn't just about looking fabulous – it's about making a difference. Each piece is lovingly handmade in Italy from recycled gold and silver, because we believe in beauty that's kind to the earth. Discover unique treasures that tell a story of craftsmanship and care. Shop consciously, wear proudly. #LoelEthicalJewellery #SustainableStyle #RecycledSilverAndGold #HandmadeInItaly #ConsciousLuxury
• •Website "About Us" Excerpt Refresh: Forget stuffy showrooms and intimidating price tags. I'm Andrea, and Loel is my love letter to Italy and all things sparkly. It started with a passion for unearthing unique, handmade jewellery from tiny Italian workshops (and maybe an excuse to eat my weight in pasta). Now, it's about sharing those treasures with you – pieces made with soul, from recycled materials, by hands we trust. So, have a browse, feel the passion, and find something that makes you feel as fabulous as a Negroni on a Roman rooftop. Questions? Just ask! info@loel.co.uk (I'll even tell you how to pronounce Loel!).