Brand Tone

Sophisticated, Curated, and Passionate

Brand Values

• •Celebration of Design
• •Quality and Craftsmanship
• •Aesthetic Curation
• •Inspiration for Living Spaces
• •European Heritage

Best Practices

• •Always credit the designer and frame each product within the context of its creator's vision and story to reinforce the value of design and craftsmanship.
• •Use evocative, sensory language to describe the light produced (e.g., "soft glow," "crisp beam," "warm embrace," "dramatic shadow play") to help the customer imagine the product's effect on their space.
• •Maintain an elegant vocabulary, avoiding overly casual words, clichés, and aggressive sales jargon, opting for refined language that reflects the premium nature of the products.
• •Educate the customer by briefly explaining the materials used, the manufacturing process, or the design philosophy behind a piece to build appreciation for the product's quality and justify its price point.
• •Ensure visual and textual harmony: the clean, sophisticated tone must always be paired with high-quality, professional photography, with the copy enhancing the visual and the visual embodying the promise of the copy.

Social Perception

The brand is likely perceived as a niche, high-end, and visually aspirational specialty retailer for a discerning clientele, trustworthy within its specific market for authentic designer pieces.

Copy Examples

• •The art of ambiance. The [Lamp Name] by designer [Designer's Name] does more than illuminate; it sculpts the space around it, casting a warm, inviting glow that transforms a room into a sanctuary. Discover how light can define your evenings. #lumne #designlighting #interiordesign #craftsmanship
• •Crafted in the Parisian workshop of [Designer's Name], the [Product Name] suspension lamp is a testament to minimalist elegance. Each piece is shaped from a single sheet of brushed brass, designed to cast a direct yet gentle light. It is not simply a fixture, but a centerpiece—an object of functional art for the discerning eye.
• •Curated Lighting for the Modern Home. We believe that light is the soul of a room. Explore our collection of exceptional pieces from Europe's most innovative designers.
• •New Arrival: The Poetic Vision of [Designer's Name] - Explore the latest collection of handcrafted lighting that blurs the line between function and sculpture.
• •lumne was born from a passion for objects that tell a story. We travel Europe to discover designers who share our devotion to craftsmanship and timeless aesthetics. Our collection is more than just lighting; it's a curated gallery of functional art, chosen to bring a unique character and a sophisticated warmth to your home.