Brand Tone

Poetic, Considered, and Personal

Brand Values

• •Exceptional Craftsmanship
• •The Importance of Objects and Legacy
• •Aesthetic of Considered Modernity
• •Transparency and Sustainability

Best Practices

• •Lead with the Story: Always frame the piece or collection within a narrative. Whether it's an inspiration, a memory, or the conceptual idea behind it, storytelling should be the primary mode of communication.
• •Use Evocative, Sensory Language: Employ descriptive words that relate to light, shadow, structure, and feeling. This aligns with the brand's artistic sensibilities and helps the customer connect with the piece on an emotional level.
• •Emphasize Craft and Material: Consistently mention that pieces are "handmade," and specify the use of "recycled gold" or "sustainably sourced" stones. This reinforces the core values of craftsmanship and ethical practice.
• •Maintain a Personal, Yet Authoritative Tone: Write in a voice that is both approachable (using "we" or referencing Maya's journey) and expert (confidently discussing design concepts and techniques).
• •Connect Jewellery to Identity: Frame the purpose of the jewellery as something deeply personal asomething a form of "self-expression," a "reflection of your identity," or a future "heirloom". This elevates the product beyond a simple purchase to a meaningful acquisition.

Social Perception

Respected Artisan of Unique, High-Quality Heirlooms

Copy Examples

• •The Remember Ring. Five stones for five moments, held together in a band of recycled gold. A piece designed not just to be worn, but to be carried with you; a quiet, constant reminder of a story only you can tell. Each ring is handmade in our Sussex workshop, a future heirloom waiting for its journey to begin. #MayaSelway #FineJewellery #HeirloomJewellery #Craftsmanship #Storytelling
• •Jewellery as a reflection of you. Exploring the intersection of memory, modernity, and masterful craft.
• •Inspired by the fleeting, graceful movements of a dancer, these studs capture a moment of quiet elegance. A champagne diamond is set in 18ct recycled yellow gold, catching the light with subtle warmth. These are earrings for daily poetry, designed to become a seamless part of your own story. Handmade to order, they represent a delicate balance between the technical and the conceptual.
• •At Maya Selway, we create more than fine jewellery; we craft the keepers of your stories. Each piece is handmade in London, blending traditional goldsmithing with a modern, conceptual language. Discover jewellery that reflects your past, present, and future.
• •Inside the Studio: The Story of the Golden Thread Necklace