Brand Tone

approachable, empathetic, and reassuringly witty

Brand Values

• •Safety and Quality
• •Style and Self-Expression
• •Inclusivity and Support
• •Authenticity and Relatability

Best Practices

• •Embrace the "Us vs. Them" Tone: Continue using empathetic and relatable language. Start copy with phrases that acknowledge a shared struggle ("Let's face it," "We've all been there") to build an instant rapport with the audience.
• •Lead with Style, Follow with Function: Always present the products as stylish accessories first. Highlight the aesthetic appeal ("bold," "colourful," "unique") before detailing the practical benefits for babies or sensory seekers. This reinforces the "Baby Friendly, Never Babyish" mantra.
• •Be Explicit About Safety: Do not shy away from mentioning the technical details of safety. Consistently include terms like "BPA-free," "food-grade silicone," "non-toxic," and "handmade in the UK" to build trust and reassure customers.
• •Use Inclusive Language: Continue to broaden the target audience by using inclusive terms. Mention that the jewellery is for "mamas and non-mamas," and highlight its benefits for "sensory seeking" and "neurodivergent" individuals to welcome a wider community.
• •Tell the Founder's Story: Periodically weave Emma's founding story into marketing materials. This personal narrative is a powerful tool for authenticity and helps differentiate the brand from larger, more impersonal competitors. It reminds customers that the products were born from a genuine need.

Social Perception

Customers praise Product Quality and Design, Effectiveness (dual function), and excellent Customer Service.

Copy Examples

• •Your Style. Their Comfort. Juggling parenthood and personal style? We get it. Our necklaces are designed for you to wear, and for them to explore. Made from chewable, non-toxic silicone, it’s the accessory that saves your hair, your skin, and your sanity. #BabyFriendlyNeverBabyish
• •The Bold Statement Piece That Understands. Meet your new favourite necklace. Bold, lightweight, and oh-so-satisfying for fidgety fingers and teething gums. Handmade in the UK from 100% food-grade silicone, this piece offers a safe sensory experience for your little one while keeping you looking effortlessly chic. Because practical can, and should, be beautiful.
• •Subject: Tired of "ouch"? This is for you. Those little hands are stronger than they look. Keep them busy and away from your hair with our new collection...
• •Sensory-Friendly Style for Modern Life. It's more than just jewellery. It's a sensory tool for neurodivergent individuals, a soothing teether for babies, and a bold accessory for you. Discover our lightweight, washable, and durable silicone jewellery, handmade with love in the UK.
• •Playful. Graphic. Bold. Safe. Discover jewellery that celebrates colour and simplifies parenthood.