Brand Tone

Elegant, Evocative, and Assured; polished and refined, using words like 'timeless,' 'exquisite,' 'heritage,' 'opulence,' and 'artisanship,' and deeply personal and narrative-driven.

Brand Values

• •Heritage & Legacy
• •Femininity & Empowerment
• •Authenticity & Artisanship
• •Nature-Inspired Beauty
• •Timeless Modernity

Best Practices

• •Lead with the Story: Always connect the product back to a core brand value, whether it's the family legacy, the inspiration from nature, or the celebration of femininity. Every piece has a 'why.'
• •Use an Elegant Lexicon: Maintain a consistent vocabulary. Use words like 'heritage,' 'artisanship,' 'timeless,' 'bespoke,' 'elegance,' and 'legacy' while avoiding overly casual terms or hard-sell language like '50% off!' or 'Buy now!'.
• •Emphasize 'Investment' over 'Purchase': Frame the jewellery not as a simple purchase, but as an investment in a timeless piece of art that can be passed down. Use phrases like 'modern heirloom,' 'collectible design,' and 'lasting value.'
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visual aesthetic. If the visuals are soft, clean, and luxurious, the text must be equally sophisticated and refined.
• •Speak from the Founder's Voice: Even when not directly quoting her, the brand's voice should feel inspired by Noora Al Shamsi's vision. This personal, narrative-driven approach is a key differentiator and should be woven into all communications to maintain authenticity.

Social Perception

Curated and aspirational, projecting an image of a high-end, trustworthy, and culturally rich brand through its professional website, curated social media, and luxury lifestyle magazine features. It is strongly associated with its founder and perceived as an emerging luxury player in the UAE market.

Copy Examples

• •Capture the quiet elegance of a blossom in full bloom. Our Botanical Wonders collection is handcrafted from 18k gold and precious stones, transforming nature's fleeting beauty into a timeless heirloom. A tribute to the delicate strength that defines you.
• •From our family to yours, since 1977. The legacy of three generations of master jewellers is infused in every piece we create. Discover the Noora Shamsi difference—where timeless artisanship meets contemporary design.
• •An Invitation to Timeless Elegance | Explore Our New Arrivals
• •Embrace your power of transformation. Inspired by the iconic serpent, this ring coils with grace and strength, featuring meticulously set diamonds in 18k gold. A bold yet elegant statement of wisdom and rebirth, designed to be a part of your story.
• •Noora Shamsi Jewellery is where heritage and modernity intertwine. Founded in Dubai by Noora Al Shamsi, our design house continues a family legacy of exceptional craftsmanship. We create more than jewellery; we craft personal treasures that celebrate femininity and tell a story of timeless elegance.