Brand Tone

Elegant, Traditional, and Assured

Brand Values

• •Heritage and Legacy
• •Craftsmanship and Quality
• •Curated Excellence
• •Classic and Contemporary Fusion
• •Family

Best Practices

• •Always Lead with Heritage: Frame new products, collaborations, or events within the larger context of the brand's 100-year history. This reinforces trust and distinguishes the brand from younger competitors.
• •Use Refined and Evocative Language: Avoid slang, overly casual phrasing, or aggressive sales tactics. Opt for words like "timeless," "curated," "artisan," "legacy," and "exclusive" to maintain an elegant and premium tone.
• •Balance "Our Creations" with "Our Curation": Clearly distinguish between Nappa Gioielli's own designs and the brands they feature. Position the act of curating as a skilled service, showcasing the family's expert eye.
• •Tell the Story Behind the Jewel: Whether it’s an in-house piece inspired by Naples or a collection from a partner brand, provide context. Explain the inspiration, the materials, or the craftsmanship to add depth and value beyond the object itself.
• •Maintain a Voice of Quiet Confidence: The copy should be assured but not arrogant. It should educate and guide the customer, speaking from a position of authority that has been earned over generations. Let the quality of the products and the weight of the brand's history do most of the talking.

Social Perception

A prestigious and authoritative local institution in Naples' luxury market, seen as a point of reference for high-end jewelry. Perceived as exclusive, hosting private events, and a trustworthy, enduring establishment deeply woven into Neapolitan fine craftsmanship.

Copy Examples

• •From a small artisan workshop in 1920 to our boutique in the heart of Naples today. Three generations, one single passion: bringing the world's most beautiful jewelry to you. This is not just our history; it is our promise of excellence.
• •Introducing the 'Luce di Napoli' collection. Each piece is designed to capture the timeless elegance of our city, blending classic forms with a contemporary spirit. Discover jewelry that is destined to become a family treasure.
• •We travel the world to find brilliance, so you don't have to. We are honored to present the latest creations from Messika, a maison that shares our devotion to innovative design and exceptional quality. Available now in our boutique.
• •A Century of 'I Do.' For generations, we have been a part of Naples' most cherished love stories. Explore our collection of engagement rings and wedding bands, and let us be a part of yours.
• •An Invitation to Elegance. As a valued member of the Nappa Gioielli family, you are invited to an exclusive evening to preview the new High Jewelry collection from Chantecler. Join us for a private celebration of craftsmanship and style.