Brand Tone

sentimental, empathetic, personal, and supportive

Brand Values

• •Emotional Connection & Love: Celebrating the profound bond between mother and child, and the love for those remembered.
• •Preservation of Memories: Creating tangible keepsakes of significant life moments and journeys.
• •Quality Craftsmanship: Producing high-quality, lasting pieces of jewellery.
• •Personalization & Uniqueness: Offering one-of-a-kind items that tell a unique story.
• •Empathy & Support: Understanding and validating the experiences of mothers.
• •Passion: Driven by a genuine passion for creating meaningful jewellery.

Best Practices

• •Always Lead with Emotion: Focus on the sentimental value and the "why" behind the jewellery. Use words that evoke love, connection, remembrance, and cherish.
• •Maintain a Personal and Empathetic Voice: Write as if speaking directly to a friend or fellow mother. Acknowledge the emotions involved in the reasons for purchasing (e.g., celebrating a breastfeeding milestone, grieving a loss). Lucy's personal story is a key asset.
• •Highlight Uniqueness and Craftsmanship: Emphasize that each piece is special, often one-of-a-kind, and made with care and high-quality materials.
• •Use Storytelling: Encourage and share customer stories (with permission) to illustrate the impact and meaning of the jewellery. This reinforces the brand's values and resonates with potential customers.
• •Be Supportive and Uplifting: Particularly on social media, balance product promotion with content that supports and celebrates mothers and their journeys. Inspirational quotes and messages of solidarity can strengthen the community around the brand.

Social Perception

deeply meaningful and beautiful keepsakes. It is seen as more than just a jewellery provider; it's a way to honor and carry precious memories. The founder, Lucy, is perceived as relatable and caring, which adds to the brand's trustworthiness and appeal.

Copy Examples

• •Your journey, your bond, your beautiful story. Our new collection of breastmilk jewellery is here to hold those irreplaceable moments close, forever. Crafted with love, from one mother to another.
• •Keeping their love always near. Our memorial jewellery offers a gentle way to carry the precious memory of your loved one with you, a tangible comfort in a beautifully handcrafted piece.
• •Look at this beautiful mama cherishing her breastfeeding journey with her unique Mothers Love Jewellery ring! ✨ Each piece tells a story of love, resilience, and precious connection. What story will yours tell? #MothersLoveJewellery #BreastmilkJewellery #KeepsakeJewellery #CherishTheMoment
• •This Mother's Day, give a gift that speaks from the heart. Capture a precious moment in a timeless piece from Mothers Love Jewellery. Explore our collections of breastmilk and keepsake jewellery.
• •From my own journey of motherhood came the passion to help other mamas capture their most precious memories. Every piece I create is infused with the understanding of that unique, unbreakable bond. Thank you for letting me share in your stories. - Lucy x #MothersLoveStory #HandmadeWithLove #JewelleryFrom TheHeart