Brand Tone

Elegant, personal, and sincere. It balances sophistication with approachability. The language is descriptive and romantic yet clear and direct when describing product features like materials and durability.

Brand Values

• •Artisanal Craftsmanship
• •Timeless Elegance
• •Quality Materials
• •Accessibility & Thoughtfulness
• •Customer-Centricity

Best Practices

• •Lead with "Handmade" and "Unique": Always anchor the brand's primary value proposition. Use phrases like "crafted by hand," "artisan-made," and "one-of-a-kind design" to reinforce what makes the brand special.
• •Emphasize Timelessness and Versatility: Use the "Mattina Sera" (Morning to Evening) concept in your copy. Frame the jewellery as perfect for any time of day or occasion, from a coffee run to a wedding ceremony.
• •Tell a Story with Materials: Don't just list materials—describe them. Instead of "pearl necklace," write "a necklace of luminous freshwater pearls." Instead of "gold-plated," write "finished with a durable layer of 18k gold for lasting beauty."
• •Maintain an Elegant and Warm Tone: Write with sincerity and a touch of romance. Use words that evoke emotion and connection, such as "treasure," "love," "celebrate," and "inspire." Address the customer directly and personally.
• •Balance Aspiration with Accessibility: While the tone is elegant, ensure the copy remains welcoming. Highlight practical benefits like the waterproof collection and accessible price points to show that this level of beauty and craftsmanship is attainable for everyday life.

Social Perception

Positive, as a provider of beautiful, well-crafted, and unique handmade jewellery. Strongly tied to an artisanal, personal touch, resonating with consumers seeking authentic and meaningful products. Professional and passionate.

Copy Examples

• •From morning light to evening glow. ✨ Our new Celeste Pearl Necklace is handcrafted with luminous freshwater pearls, each one as unique as the person who wears it. A touch of timeless elegance, made to be treasured. #HandmadeJewellery #PearlNecklace #MattinaSera
• •Life happens. Your jewellery should keep up. Our waterproof collection is designed for every moment—from sun-soaked beach days to your daily shower. Crafted with a durable 18k gold finish, these pieces stay flawless so you never have to take them off. Wear it always. Love it forever. Shop the collection now for 15% off your first order.
• •Your big day, your unique story. At Mattina Sera, we create more than just jewellery; we craft heirlooms. Collaborate with us to design bespoke bridal pieces that are as unforgettable as your 'I do.' Let's create something beautiful together.
• •From vibrant, natural tourmaline to a finished piece made just for you. ✨ #HandmadeProcess #GemstoneJewelry #SmallBusinessAustralia #MattinaSeraJewellery
• •Looking for the perfect gift? Discover our curated collection of beautiful, handmade jewellery under $100. Each piece is crafted with love and designed to make someone feel truly special. From delicate earrings to timeless bracelets, find a gift that shows you care.