Brand Tone

Empowering, sophisticated, and conscious

Brand Values

• •Functionality and Innovation
• •Sustainability and Responsibility
• •Self-Expression and Uniqueness
• •Quality Craftsmanship
• •Modern Elegance

Best Practices

• •Always connect the aesthetic appeal of the jewelry with its practical, versatile nature. Use phrases like "style in motion," "adapts to your day," and "effortless transitions."
• •Integrate sustainability values into the narrative. For example, "Handcrafted in our Madrid studio from responsibly sourced ECO-silver..." This makes it a core part of the quality promise, not just a footnote.
• •Use active, empowering language that focuses on the wearer. Frame the customer as the protagonist—"For the woman who...", "Designed for your life...", "Express your unique style."
• •Mentioning the inspiration from "Parure jewelry" or "Art Deco" adds a layer of sophistication and storytelling. It elevates the brand beyond simple accessories and grounds it in a rich design history.
• •Create a list of on-brand keywords and use them consistently across all platforms. Key terms for Madú include: Functional, interchangeable, contemporary, sustainable, slow fashion, ECO-silver, handcrafted, Madrid, modern woman, versatile, and self-expression.

Social Perception

An emerging designer brand rooted in conscious consumerism, perceived as artisanal and high-quality, innovative, ethical, and fashion-forward.

Copy Examples

• •Your style isn't static, so why should your jewelry be? Our Deco Ring, handcrafted in sustainable ECO-silver, adapts to your day. From a minimalist band for your morning meeting to a full statement piece for your evening out. Designed in Madrid for the woman who does it all. #MaduJewelry #FunctionalElegance #SlowFashion
• •Madú was born from a simple belief: that elegance should be effortless. For the woman who navigates a demanding world, we create jewelry that keeps pace. Inspired by historic ingenuity and guided by sustainable principles, every piece is handcrafted in our Madrid studio to be as versatile and resilient as you are. #MadeInSpain #SustainableJewelry #ArtisanMade
• •Don't choose between sustainability and style. Madú brings you both. Our functional silver jewelry is ethically made in Spain, designed to give you the freedom to express yourself, differently, every single day. Discover the art of modern Parure. Shop the collection now.
• •We are endlessly inspired by the dynamic women who wear our designs. From the boardroom to the weekend getaway, you bring our jewelry to life. Tag us in your photos for a chance to be featured and share your unique style story. #MaduWomen #MyMaduStyle
• •We believe true art lies where form meets function. Our new Engranaje Collection is an ode to the beauty of precision—interlocking pieces handcrafted from sustainable silver, designed to move with you. Discover revolutionary jewelry for your unstoppable life.