Brand Tone

sophisticated, artistic, and genuine

Brand Values

• •Craftsmanship and Quality
• •Simplicity and Elegance
• •Artistic Inspiration
• •Authenticity and Integrity
• •Femininity and Versatility

Best Practices

• •Always start with the inspiration or the value behind the piece. Instead of just describing a necklace, talk about the architectural influence or the love for natural pearls that inspired it.
• •Consistently mention the London studio, the artisans, and the meticulous handcrafting process to reinforce quality and authenticity.
• •Employ descriptive and artistic words. Phrases like "fluid lines," "iridescent lustre," "handcrafted elegance," and "art of individuality" align with the brand's sophisticated tone.
• •Weave Melissa McArthur's personal journey, her design education, and her passions into the narrative. This adds a layer of authenticity and makes the brand more relatable and genuine.
• •Frame the jewellery in the context of the customer's life. Highlight how the pieces are "versatile," "easy to wear," and can "transform a style," making the luxury feel accessible and practical for a modern woman.

Social Perception

The brand is perceived by customers and the public as a high-quality, designer jewellery label. It is seen as a go-to for modern pearl jewellery and unique, art-inspired designs. The association with prestigious retailers and positive mentions in fashion blogs solidify its reputation as a respectable and desirable brand in the demi-fine jewellery market. Customers appreciate the unique designs and the story behind the brand, viewing the pieces as special and personal.

Copy Examples

• •Where structure meets soul. Introducing our latest collection, a dialogue between architectural lines and the organic beauty of nature. Each piece, handcrafted in our London studio, is designed not just to be worn, but to be experienced. Discover jewellery that builds on your personal style.
• •One necklace, endless expressions. Our 'Morph It!' collection is designed for the woman who owns her style. Adaptable, elegant, and uniquely yours. Effortlessly transform your look from day to night. Because true style is dynamic.
• •The timeless lustre of a perfect pearl. Hand-selected for their natural beauty and set in our London studio with recycled sterling silver. Our signature pearl earrings are a whisper of elegance for every day. A modern classic, made with integrity.
• •The art of adornment. Inspired by the fluid lines of modern sculpture and the vibrant hues of natural gemstones. Every curve and colour is a celebration of femininity and design. #MelissaMcArthurJewellery #HandmadeInLondon #ArtInspired
• •It begins with a line, a curve, a flash of inspiration drawn from a world of art and travel. From our founder Melissa's vision to the hands of our skilled artisans in London, every piece is a journey. We create modern heirlooms, infused with love and designed for a life of elegance.