Brand Tone

Elegant, personal, evocative, sophisticated yet approachable, descriptive, and romantic.

Brand Values

• •Artisanal Craftsmanship
• •Authenticity and Uniqueness
• •Quality Materials
• •Inspiration from Nature
• •Feminine Strength and Freedom

Best Practices

• •Lead with the Story: Always connect the product to the brand's narrative. Whether it’s Angela’s travels, the artisan’s touch, or the inspiration from nature, the story is what makes the brand unique.
• •Use Evocative Language: Employ descriptive and sensory words that paint a picture and evoke emotion. Terms like 'talisman,' 'masterpiece,' and 'immortality' elevate the perception of the jewelry.
• •Highlight Craftsmanship: Consistently mention the handmade nature of the jewelry and the skill of the artisans. This reinforces the value of the products and justifies the premium positioning.
• •Emphasize Symbolism: Connect each piece to a deeper meaning or emotion, such as freedom, strength, or creativity. This transforms the jewelry from a simple accessory to a personal statement.
• •Maintain an Elegant and Personal Voice: Whether on the website, social media, or in customer communications, the tone should always be warm, sophisticated, and personal. Address the customer as an individual who appreciates art and beauty.

Social Perception

A high-end, artisanal luxury brand offering unique and meaningful pieces. Perceived as authentic and trustworthy due to the founder's personal narrative and commitment to handcrafted quality and precious materials.

Copy Examples

• •Dive into the deep blue of our latest collection. Handcrafted with ocean-hued tourmalines and shimmering gold, each piece is a whisper of the sea's untamed beauty. Wear a wave of elegance.
• •Unleash your inner siren. Our iconic Mermaid pendant, a symbol of freedom and feminine power, is meticulously carved to reflect your unique spirit. Let your voice be heard.
• •From a sketch in Rome to a polished gem in your hands. Every Mirtilla jewel is a journey of passion and precision. Discover the art of handmade elegance.
• •A special treasure, just for you. As a cherished member of the Mirtilla family, we invite you to be the first to explore our new arrivals. Timeless pieces for your timeless adventures.
• •The 'Lisboa Tanzanite Heart' ring: a love letter from the earth. This unique piece features a heart of tanzanite, cradled in 18k gold, telling a story of ancient forests and boundless skies. A true talisman for the modern romantic.