Brand Tone

Elegant, Feminine, Modern, Personal, Accessible Luxury

Brand Values

• •Quality & Craftsmanship
• •Timeless Design
• •Ethical Sourcing (Stated)
• •Affordability & Value
• •Individuality & Self-Expression
• •Understated Elegance

Best Practices

• •Develop a Brand Voice Guide: Document the core characteristics of Luna Rae's tone (Elegant, Feminine, Modern, Personal, Accessible Luxury) with examples of "do's and don'ts" for word choice, sentence structure, and overall feel.
• •Emphasize "Timeless" and "Personal": Consistently use language that evokes longevity, classic style, and individuality. Words like "timeless," "enduring," "cherished," "your story," "personal emblem," and "unique" reinforce these values.
• •Balance Elegance with Accessibility: While using sophisticated language, avoid overly exclusive or unapproachable terms. Highlight the 9k gold as a deliberate choice for both durability and affordability, making luxury feel attainable.
• •Incorporate Storytelling: Encourage copy that tells a small story, whether it's about the inspiration behind a collection (e.g., coastal landscapes) or how a piece can be part of the customer's personal narrative (e.g., "wear your story").
• •Maintain Consistency Across All Channels: Ensure the tone is consistent from website copy and product descriptions to social media captions, email marketing, and even customer service responses. Regular review and training for anyone creating content can help maintain this.

Social Perception

Generally positive perception for product aesthetics, appreciation for customer service, and good value. Some concerns about delicacy/durability and transparency questions regarding sourcing.

Copy Examples

• •Headline: Luna Rae: Your everyday whisper of gold, your timeless story in diamonds. Body: Discover pieces designed to move with you, from morning light to evening glow. Crafted with 9k solid gold and ethically sourced diamonds, because enduring elegance shouldn’t be just for occasions. Wear your story. Call to Action: Explore the Collections.
• •Social Media Post (Image: Close-up of a birthstone necklace on a model): Text: Celebrate her, celebrate you. Our Natural Birthstone necklaces carry a whisper of the stars and the strength of the earth. Delicately set in 9k solid gold, it’s more than a jewel; it’s a personal emblem. Which stone tells your chapter? Hashtags: #LunaRaeJewellery #SolidGold #BirthstoneBeauty #TimelessElegance #MyStoryInGold
• •Product Description (for a minimalist gold ring): Meet the essence of understated chic. Our [Ring Name] ring, forged from luminous 9k solid gold, is designed for the modern woman who finds beauty in simplicity. Strong enough for your every day, graceful enough for your every moment. The perfect foundational piece for a style that’s all your own. Details: 9k Solid Gold. Designed in Australia.
• •Email Subject: A little luxury, a lot of you ✨ Inside: New arrivals from Luna Rae. Email Body Snippet: At Luna Rae, we believe fine jewellery should feel personal and be made to last. Explore our latest arrivals – timeless 9k gold and sparkling diamond pieces designed to reflect your unique brilliance without breaking the bank. Find the piece that speaks to you. Call to Action: Shop New Arrivals.
• •Brand Story Snippet (for "About Us" or social media): Luna, the gentle glow of the moon. Rae, the essence of grace. At Luna Rae, we weave these elements into every piece of 9k solid gold and diamond jewellery. Inspired by the effortless beauty of the Australian coast, we craft timeless treasures for the modern woman – elegant, personal, and accessibly luxurious. Because every day deserves a touch of sparkle.