Brand Tone

Passionate, ethical, empowering, educational, and transparent

Brand Values

• •Sustainability and Environmental Responsibility
• •Inclusivity and Accessibility
• •Quality and Timeless Design
• •Purpose-Driven Business
• •Community Over Profit

Best Practices

• •Lead with Purpose: In all communications, from product descriptions to social media, start with the "why." Reinforce the brand's mission to provide sustainable luxury and support the planet.
• •Use Empowering Language: Employ words that inspire and empower customers, making them feel like they are part of a larger movement for positive change by choosing a Noor & Leila ring.
• •Maintain Transparency: Be open and honest about sourcing, materials, and pricing. This builds trust and reinforces the brand's ethical positioning. The "Our Philosophy" page serves as a great foundation for this.
• •Tell the Story: Continuously weave the founding story and the stories of the artisans and materials into the marketing narrative. This personal touch resonates with the target audience and differentiates the brand.
• •Educate and Inform: Position the brand as a knowledgeable and helpful guide in the often-confusing world of fine jewelry. Create content that educates consumers about moissanite, ethical sourcing, and ring buying, as seen in their "Our Guide to Engagement Ring Buying."

Social Perception

The public perception is largely positive and aligns with the brand's projected image. Customers are drawn to the company's ethical stance, particularly its commitment to sustainability and affordable luxury. The brand is seen as a trustworthy and reputable choice for consumers who share their values.

Copy Examples

• •Forever Starts with a Choice. Choose a ring that reflects your love and your values. Our sustainable moissanite rings are crafted for a lifetime of beauty, without costing the earth.
• •We believe in love stories and a world we can be proud to pass on. That's why every Noor & Leila ring is ethically crafted to not only symbolize your commitment but also to support our planet's future. #SustainableLuxury #EthicalEngagement
• •The 'Wisteria Veil' isn't just a ring; it's a promise. Featuring a .07 ct Purple Sapphire Baguette, this piece is handcrafted with recycled gold and an ethically sourced moissanite. A timeless design for the modern, conscious couple.
• •Born from a personal quest for a meaningful engagement ring, Noor & Leila was founded to disrupt the norms. We stand for inclusive luxury, timeless design, and a commitment to fighting climate change, one beautiful ring at a time.
• •Love That Lasts. Quality That Matters. Prices That Make Sense.