Brand Tone

sincere, artistic, intimate, gentle, poetic, thoughtful, personal, handcrafted, professional, warm

Brand Values

• •Emotional Connection
• •Artisanal Craftsmanship
• •Enduring Quality
• •Understated Individuality

Best Practices

• •Lead with Emotion, Support with Detail: Always start with the feeling or philosophy behind the piece. Use poetic and sincere language first, then follow up with the tangible details like "Silver 925," "Pyrex glass," or "hand-engraved."
• •Use Metaphors of Light and Companionship: Consistently use words like "light," "sparkle," "shine," "companion," "journey," and "story" to reinforce the brand's core values in all communications.
• •Maintain a Gentle & Appreciative Tone: In all customer interactions, social media replies, and descriptions, maintain a tone of calm appreciation. Avoid hype, exclamation points, and urgent "buy now" language. The voice should be reassuring and confident in its quiet quality.
• •Highlight the "Handmade" Aspect Authentically: Instead of just saying "handmade," describe what it means. Use phrases like "crafted one by one in our atelier," "no two pieces are exactly alike," or "the unique touch of the artist's hand" to add depth and value.
• •Tell the Story of the Materials: Briefly explain why certain materials are chosen. Mention that Pyrex glass is selected for its durability or that Silver 925 is used for its timeless quality. This educates the customer and reinforces the brand's commitment to quality.

Social Perception

The public that is aware of MONGO perceives it as a high-quality, artisanal brand with a strong, positive philosophy. It is seen as a source for unique, meaningful gifts and personal treasures. The combination of metal and handmade glass is a key differentiator that is consistently admired. While the brand has a long-standing presence, its current perception is shaped more by its direct-to-consumer online presence and social media than by widespread public discourse, indicating a dedicated but possibly limited audience.

Copy Examples

• •Capture a piece of the sky. Each glass ring is handcrafted in our atelier, a unique world of light and color made to rest on your finger. A reminder that even on cloudy days, beauty is always close by. #MongoJP #HandmadeJewelry #GlassArt #RingOfHope
• •Wear your story. Engraved with words of courage and hope, this sterling silver necklace isn't just an accessory; it's a companion for your journey. Forged to last, designed to inspire. Let it be a quiet source of strength, wherever you go.
• •Give more than a gift. Give a feeling. MONGO’s handmade accessories are crafted with heart, designed to be a cherished part of someone's life story. For birthdays, for milestones, or just because. Discover a piece that says it all.
• •Since 2002, we have been crafting more than jewelry. We have been crafting companions. In our small workshop, we fuse silver, gold, and glass to create pieces that hold meaning and light. We believe an accessory should be as resilient and unique as the person who wears it—a small, beautiful anchor in the story of you.
• •As the seasons change, find your constant. Our new collection draws inspiration from the gentle light of autumn. Warm hues and timeless silver designs, crafted by hand to be your everyday sparkle and steadfast friend. Explore pieces that feel like coming home.