Brand Tone

Aspirational yet Accessible, Emotional and Expressive, Trendy and Contemporary, Confident and Proud (of Italian Heritage)

Brand Values

• •Self-Expression and Individuality
• •Italian Design and Creativity
• •Quality and Durability (at an accessible price)
• •Celebrating Life's Moments
• •Ambition and Simplicity
• •Customer Connection

Best Practices

• •Emphasize 'Made in Italy' with Emotion: Consistently weave in the Italian design heritage, not just as a fact, but connecting it to passion, creativity, style, and the beauty of forms and materials. Use language that invites customers to see the jewelry as part of their personal narrative.
• •Balance Aspiration with Accessibility: Use elegant and evocative language to describe the style and design, but ensure the overall message remains welcoming and inclusive, reminding customers of the good value and quality for the price.
• •Highlight new arrivals and how pieces align with current fashion sensibilities.
• •Messages should encourage customers to pursue their dreams and enhance their personality.
• •Maintain a consistent brand voice across all platforms, adapting the tone slightly to suit the audience (e.g., more corporate on LinkedIn, more playful on TikTok) while retaining core values and messaging.

Social Perception

Positive Overall, Gift-Worthy, Trendy and Modern, Reliable, Growing Recognition

Copy Examples

• •Discover the latest 'Made in Italy' jewelry collection from Luca Barra. Express yourself with unique designs that capture life's precious moments.
• •Celebrate your individuality with our handcrafted steel and silver jewelry. Each piece tells a story of Italian artistry and personal expression.
• •Looking for the perfect gift? Explore our curated selection of trendy jewelry, designed to make every occasion unforgettable. Free gift wrapping available!
• •Elevate your style with Luca Barra. Our contemporary jewelry combines Italian elegance with modern trends, offering exceptional quality at an accessible price.
• •Join the Luca Barra family and share your story. Tag us in your photos wearing our jewelry and inspire others with your unique style. #LucaBarra #MadeInItaly