Brand Tone

Sophisticated, Artisanal, and Professional

Brand Values

• •British Heritage & Craftsmanship
• •Quality & Material Excellence
• •Bespoke Design & Innovation
• •Collaboration

Best Practices

• •Emphasize "Artisan" and "Heritage": Always use language that highlights the human touch and the brand's long-standing history. Words like "master artisans," "hand-crafted," "heritage," and "since 1987" reinforce authenticity and quality.
• •Use Evocative and Sensory Language: Describe the products in a way that appeals to the senses. Instead of just "a lamp," use phrases like "a warm, ambient glow," "sculptural form," "hand-finished brass," or "cool, smooth marble" to create a richer, more luxurious image.
• •Maintain a Collaborative Tone for B2B: In communications aimed at professionals (LinkedIn, trade pages), use words like "partner," "collaborate," and "solutions." Frame the relationship as a partnership to help designers achieve their creative vision.
• •Consistently Reference "Made in Britain": This is a key differentiator. Ensure this message is present across all channels—from social media hashtags to website footers and product descriptions—to appeal to clients who value local manufacturing and quality.
• •Focus on the Outcome, Not Just the Product: Write about what the lighting *does* for a space. Does it "create an intimate atmosphere," "transform a room," "tell a story," or "serve as an architectural centerpiece"? This benefit-oriented approach connects the product to the designer's ultimate goal.

Social Perception

Overwhelmingly positive, focusing on its high-end market position and product quality, supported by industry recognition and professional trust. Due to its B2B nature, there is limited direct customer feedback from individual end-users.

Copy Examples

• •Introducing The Cairo Collection. A whisper of art-deco elegance, sculpted by our master artisans in the heart of Derbyshire. Each piece is a testament to British craftsmanship, designed to transform spaces with its warm, ambient glow. Discover the collection. #NorthernLights #BespokeLighting #MadeInBritain #LuxuryInteriors #ArtisanalDesign
• •Beyond Illumination: Lighting as Architectural Art. Collaborate with us to create bespoke lighting that defines your vision. Register for a trade account and bring your most ambitious projects to life.
• •Our latest collaboration with 'Somewhere by Nico' in Edinburgh was a study in creating atmosphere. Hailed as a 'sanctuary for the extraordinary,' the project required lighting that was both unique and immersive. Our team worked hand-in-hand with the designers to develop bespoke fixtures that became a central part of the adventurous interior. Read our case study to learn how. #HospitalityDesign #LightingDesign #UKmfg #Bespoke
• •The Astor wall light exudes 1920s-inspired grandiosity. Hand-finished in our Derbyshire workshop, its combination of solid brass and fluted glass casts a soft, diffused light, perfect for creating an intimate and luxurious atmosphere. A statement of timeless design, proudly made in Britain.
• •Since 1987, we have been guided by a single passion: to create extraordinary lighting. From our home in Chesterfield, our designers and master artisans blend engineering excellence with time-honored techniques. This is more than a manufacturing process; it's a heritage of British craftsmanship woven into every piece we create.