Brand Tone

Mystical, Artisanal, and Rebellious.

Brand Values

• •Individuality and Self-Expression
• •Spiritual and Emotional Depth
• •Ethical Craftsmanship and Sustainability
• •Timelessness and Legacy
• •Authenticity

Best Practices

• •Embrace Duality: Always lean into the tension of the brand name. Use contrasting words like light/dark, sacred/rebellious, spirit/instinct to create a sense of depth and mystery.
• •Speak in Spiritual & Symbolic Language: Refer to pieces as "talismans," "symbols," or "vessels of intention" rather than just "products" or "accessories." Use words that evoke a sense of magic, mythology, and healing.
• •Center the Artisan: Regularly mention Giovanni D'Ercole and the "small group of craftspeople." Highlight the "handcrafted" and "in-house" nature of the work to reinforce the value of artisanal skill over mass production.
• •Tell Stories, Not Specs: Instead of just listing materials, describe their origin and purpose (e.g., "recycled Australian gold, forged with intention"). Frame every piece as part of a larger narrative of individuality and freedom.
• •Maintain a Confident, Understated Voice: The tone is rebellious but not loud. It is mystical but not theatrical. The copy should feel like sharing a closely held secret, speaking to a select few who "understand," rather than shouting to the masses.

Social Perception

Customers perceive LOVE & HATRED as a source for beautiful unique jewellery, often becoming repeat buyers for significant life events. They appreciate the distinctive designs and educated staff. The brand has a mystic following among celebrities, artists, and creative individuals, drawn to its unique, talismanic quality. The public and media recognize it as a luxury Australian jewellery house with a significant history, portraying founder Giovanni D'Ercole as a creative force. It's seen as an established, reputable, high-quality, artistic, and iconic Australian brand with overwhelmingly positive sentiment.

Copy Examples

• •More than an adornment, this is your armor. Hand-forged from recycled sterling silver and bearing our sacred heart and dagger insignia, this piece is a talisman of your inner duality. It represents the fierce love that conquers all hatred, a secret strength worn against the skin. Let it be your personal symbol of creative freedom and the wild, untamed spirit within.
• •Some secrets are not meant to be spoken. They are worn. Each gemstone we select is a vessel of intention, ethically sourced and handcrafted into a powerful personal statement. This is not just jewellery; it is a mythology you create for yourself. What story will you tell? #LoveAndHatred #Talisman #HandcraftedJewellery #Individuality
• •Born from the counter-culture of the 80s and the spiritual philosophy of the East, LOVE & HATRED rejects the conventional. We are not for the followers of trends. We are for the artists, the rebels, the lovers who understand that true beauty lies in the complex dance between light and shadow. Our founder, Giovanni D'Ercole, crafts each piece by hand, embedding it with a singular, healing intention. This is your story. This is your talisman.
• •For the Wild at Heart: Unveil Our Latest Talismans
• •Your jewellery should be as unconventional as you are. For over 30 years, we've crafted talismans for rock royalty and creative spirits. Inspired by the idea that love eclipses hatred, each piece is a symbol of freedom and personal identity. Made with recycled precious metals in our Byron Bay studio. Discover the secret of LOVE & HATRED.