Brand Tone

Elegant, Spiritual, and Authentic

Brand Values

• •Heritage & Tradition
• •Craftsmanship & Artistry
• •Authenticity & Uniqueness
• •Elegance & Timelessness
• •Spirituality & Well-being

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Instead of saying 'Silver bracelet,' start with the feeling or purpose: 'A bracelet for calm' or 'A connection to your heritage.' The spiritual and cultural benefit is the core of the brand.
• •Use Story-Driven Language: Every piece has a history. Use words like 'story,' 'heritage,' 'tradition,' 'ancient,' and 'artisan' to reinforce that each item is more than an object.
• •Incorporate Sensory and Evocative Words: Use a poetic and refined vocabulary. Words like 'whisper,' 'glow,' 'soul,' 'radiate,' 'harmony,' and 'essence' align with the elegant and spiritual tone.
• •Always Emphasize Authenticity: Continuously use key phrases like 'Handmade,' 'Artisanal,' 'Berber-inspired,' 'Authentic 925 Silver,' and 'Natural Stones' to build trust and justify the brand's premium positioning.
• •Maintain a Refined and Knowledgeable Voice: The tone should always feel sophisticated and wise. Whether explaining the properties of a stone or the history of a design, the brand should speak as a confident and passionate expert. Avoid casual slang or overly aggressive sales language, as it would dilute the brand's elegance.

Social Perception

Lunja is perceived by its audience as a guardian of cultural authenticity and a source of unique, meaningful jewelry. Customers are not just buying an accessory, but a piece of Tunisian heritage that carries a story and a spiritual dimension. The founder, Ziad Bouassida, is seen as a passionate artisan and a knowledgeable guide in gemology, which builds trust and adds value to the customer experience. The brand is seen as an elegant and exclusive choice for those who want to own something truly special and not mass-produced.

Copy Examples

• •More than an adornment, it is a whisper of calm. Our handmade Moonstone bracelet captures a mystical glow, designed to soothe the soul and harmonize your energy. Each silver link is forged by hand, connecting you to an ancient Berber tradition of elegance and well-being. Wear your story.
• •The Soul of Berber Elegance, Reimagined. Lunja is where ancient tradition and modern style unite. Our authentic, handmade silver jewelry is more than an accessory—it’s a piece of Tunisian heritage, crafted with intention and infused with the spiritual energy of natural stones. Discover jewelry that tells your story. Shop the collection.
• •Handcrafted with Intention. Worn with Purpose. Experience the Art of Berber Silver.
• •An exclusive creation, this necklace will not be made again. At its heart lies a hand-selected piece of natural Coral, a stone cherished in Berber culture for its protective energy. Framed in authentic 925 silver, every detail is handcrafted by our founder, Ziad Bouassida. This is not just jewelry; it is a unique work of art, blending heritage, elegance, and spiritual resonance.
• •Heritage, Forged in Silver and Leather. Introducing our new collection for him. Grounded in the strength of Berber tradition, these pieces combine the timeless purity of 925 silver with the raw authenticity of wood and leather. Each bracelet and ring is handmade, carrying a story of artisanal excellence. For the man who values style with substance. Explore the collection.