Brand Tone

elegant, sophisticated, genuine, and mindful

Brand Values

• •Quality Craftsmanship: Emphasis on "ethically hand-made" jewelry with "high quality precious metals" and "natural materials."
• •Authenticity & Uniqueness: "Our designs are contemporary, unique." They also offer bespoke jewelry.
• •Elegance & Simplicity: Designs aim for "simplicity, elegance and enhancing the beauty of each stone."
• •Ethical Sourcing & Transparency: "Each stone are sourced meticulously and directly to our providers." They also provide information on different metal types.
• •Customer Focus: "We care for each of our customers and we try to give them the best in terms of quality and service."
• •Meaning & Symbolism: Many products are linked to the symbolic meanings and healing properties of gemstones.

Best Practices

• •Emphasize Craftsmanship and Ethics: Consistently highlight that pieces are "ethically handmade," "meticulously sourced," and crafted from "high-quality natural materials" to reinforce the genuine and mindful aspects of the brand.
• •Focus on Elegance and Simplicity in Visuals and Text: Ensure product descriptions, website copy, and social media posts use refined language that speaks to sophistication and timelessness. Avoid overly casual or slang terms. Visuals should be clean, well-lit, and showcase the jewelry's detail and beauty.
• •Educate and Share Meaning: Continue to share the symbolism and properties of the gemstones used. This adds a layer of depth and mindfulness, appealing to customers seeking more than just an aesthetic item.
• •Personal and Approachable Engagement: Maintain the founder's presence (Emilie Nourry) where appropriate, and in customer interactions (even online), adopt a warm, appreciative, and helpful tone, reflecting the stated value of caring for customers.
• •Maintain Clarity on Brand Identity: Given the existence of other businesses using "Mi Cielo" (like the Etsy clothing shop or the cocktail name), ensure all communications clearly link back to "Mi Cielo London" as the purveyor of fine, handmade jewelry to avoid brand confusion. Consistently use the full brand name and logo.

Social Perception

a vendor of quality, handmade jewelry, particularly noted for their presence at Old Spitalfields Market. The feature in Good Housekeeping suggests a perception of the brand as offering gift-worthy, attractive items. Their own website and TikTok presence aim to project an image of a caring, quality-conscious, and creative brand.

Copy Examples

• •Headline: Adorn Yourself with Intention: The Mi Cielo London Collection. Body: Discover jewelry that resonates deeper. Each Mi Cielo London piece is ethically handcrafted with meticulously sourced gemstones, designed to echo your unique spirit and timeless elegance. Find your story in our stones.
• •Headline: Timeless Elegance, Consciously Crafted. Body: At Mi Cielo London, we believe in beauty with integrity. Our contemporary designs, brought to life with natural gemstones and precious metals, are more than accessories—they are a celebration of mindful artistry.
• •Headline: Beyond the Sparkle: Jewelry with Meaning. Body: Explore our collections and uncover the ancient wisdom of gemstones. From the grounding power of Lava Stone to the truth of Lapis Lazuli, each Mi Cielo London creation is a companion on your journey.
• •Headline: The Art of Gifting: A Mi Cielo London Treasure. Body: Looking for a gift that speaks volumes? Choose a unique, handmade piece from Mi Cielo London. Elegant designs, ethically sourced materials, and the inherent beauty of natural stones make for a truly cherished present.
• •Headline: Your Story, Our Craft: Bespoke Designs by Mi Cielo London. Body: Let us create a piece as unique as you are. Designer Emilie Nourry and our artisans are dedicated to bringing your vision to life with the quality and care that defines Mi Cielo London. Enquire about our bespoke service.