Brand Tone

Elegant & Appreciative, Artistic & Craft-focused, Authentic & True-to-Nature, Timeless & Sentimental

Brand Values

• •Nature's Beauty: The core value is a profound respect and admiration for nature, seeking to capture its intricate details and inherent elegance.
• •Craftsmanship & Quality: A commitment to meticulous, handcrafted quality using a specialized casting technique.
• •Authenticity & Uniqueness: Each piece is unique due to its direct casting from natural elements and the handmade process. Slight imperfections are seen as part of this uniqueness.
• •Artistic Expression: Jewellery as a form of wearable art that tells a story and connects the wearer to the natural world.
• •Heritage & Timelessness: Creating pieces that are not just fashion items but enduring objects of beauty, sometimes commissioned by museums and designed to be heirlooms.

Best Practices

• •Embrace Evocative, Nature-Centric Language: Consistently use descriptive and sensory language that reflects the beauty, delicacy, and organic forms of nature (e.g., "whisper of the wild," "delicate veins," "serene beauty," "fleeting elegance").
• •Highlight Craftsmanship and Authenticity: Always emphasize the handcrafted nature, the unique botanical casting process, and the true-to-life details. Use terms like "meticulously handcrafted," "cast directly from nature," "artisan," "heirloom quality."
• •Maintain an Elegant and Appreciative Voice: The tone should be sophisticated but accessible, conveying a deep respect for both nature and the art of jewellery making. Avoid overly casual or slang terms.
• •Tell a Story: Connect pieces to their natural inspiration, the emotion they evoke, or the story of their creation. This adds depth and aligns with the sentimental value perceived by customers.
• •Ensure Visual and Textual Harmony: The elegance and natural beauty conveyed in the copy must be consistently reflected in the brand's visual elements (photography, website design, social media aesthetics). The "cottagecore" or "coquette" aesthetic seen on TikTok can be a modern interpretation if it aligns with the specific piece's feel.

Social Perception

Positive & Admiring, Artistic & Collectible, Gift-worthy & Sentimental, Nature-Connected, Recognized for Craftsmanship

Copy Examples

• •Headline: Wear the Whisper of the Wild: Discover Jewellery Cast from Nature's Own Hand. Body: Each Michael Michaud piece is an intimate echo of the natural world, meticulously handcrafted by capturing the delicate veins of a leaf, the subtle curve of a petal. Own a timeless treasure, born from the earth, shaped by artistry. Call to Action: Explore the Collections.
• •Social Media Post (showing a new earring design): Introducing the [Plant Name] Earrings. Inspired by the serene beauty of [mention specific characteristic, e.g., 'the first spring bloom'], these earrings are more than adornment—they are a miniature sculpture of nature's perfection, cast in bronze and kissed with [mention accent, e.g., 'freshwater pearls']. Carry a piece of the garden with you. #MichaelMichaud #BotanicalArt #HandcraftedJewellery #NatureInspired
• •Product Description Snippet: The [Product Name] necklace captures the fleeting elegance of the [Plant Name] in an eternal embrace of patinated bronze. Cast directly from a living [Plant Name], every intricate detail is preserved, offering a uniquely personal connection to the wonders of the wild. A testament to nature's artistry and ours.
• •Email Subject Line: Timeless Beauty, Rooted in Nature: The Latest from Michael Michaud. Email Body Snippet: Dear [Customer Name], Discover pieces that resonate with the quiet elegance of the natural world. Our new arrivals celebrate [mention seasonal theme or specific collection inspiration], each handcrafted to bring the artistry of nature into your life. Find your unique connection.
• •Brand Story Snippet for "About Us" Page: For Michael Michaud, nature is the ultimate artist. Our journey began with a desire to preserve its delicate beauty in timeless adornments. Using a unique craft where real flowers, leaves, and branches become the mould, each piece of jewellery is a direct casting of nature itself – a wearable story of the earth's enduring artistry, handcrafted with passion in our New York studio.