Brand Tone

Whimsical, Sentimental, and Earthy

Brand Values

• •Celebration of Imperfection
• •Authenticity & Originality
• •Connection to Nature
• •Handcrafted Artistry
• •Nostalgia and Storytelling

Best Practices

• •Always Weave in the "Why": Never just describe the product; explain its origin and philosophy. Connect the Pāua shell back to beachcombing with family or the imperfect leaf to the beauty of wabi-sabi. The story is the value.
• •Embrace Playful, Earthy Language: Continue using brand-consistent puns ("shell-ebrate," "whelk-come"). This whimsical tone makes the brand memorable and approachable while reinforcing its connection to nature.
• •Highlight "One-of-a-Kind" and "Real": Consistently remind customers that they are buying a unique piece of art made from a real natural element. Use phrases like "no two are alike," "made from a real shell, not a replica," and "naturescavenged."
• •Speak with Gentle Confidence: The tone should be soft and sentimental, but confident in its unique value proposition. Avoid aggressive sales language. Use phrases like "We believe..." and "We hope you find a piece that..." to create a personal, gentle connection.
• •Be Visually Descriptive: Use language that evokes sensory experiences—the feeling of a cool shell, the intricate pattern on a leaf, the shimmer of Pāua. This complements the highly visual nature of the product and helps the customer connect with the item's natural origins.

Social Perception

Highly positive among its customer base, known for high satisfaction, unique and gift-worthy products, and strong association with New Zealand identity. However, there's potential brand confusion due to other sellers using the same name for different products.

Copy Examples

• •From our coast to your heart. This genuine Pohutukawa leaf, a symbol of New Zealand's enduring spirit, is preserved in sterling silver to carry a piece of home with you. Each vein tells a story of sun and sea. We don't hide the imperfections; we celebrate them. It's the wabi-sabi way. #Nostalgem #WearYourStory #NZMade #Pohutukawa
• •Looking for a gift that tells a story? Our jewelry isn't just made; it's found. Handpicked from New Zealand's shores and forests, each piece from Nostalgem is a one-of-a-kind treasure, just like the person you're gifting it to. Shop our collection of unique, handcrafted Pāua and Kina shell necklaces. #HandmadeJewelleryNZ #UniqueGifts #NaturesTreasures
• •Nature is our silent storyteller. We find the beauty in its overlooked treasures—a fallen leaf, a weathered shell, a broken piece of coral—and turn them into wearable art. Each piece is perfectly imperfect and truly one of a kind. Whelk-come to Nostalgem.
• •Perfectly Imperfect. This beautiful shell earring has a story all its own—including a minor blemish from its journey in the sea or during our handcrafting process. We embrace these unique marks as part of its authentic charm. Offered at a special price, it's a chance to own a piece of Nostalgem's wabi-sabi spirit.
• •Psst... The tide brought in something new! ✨