Brand Tone

Inspiring, Educational, Positive, Hopeful, Conscious, Purpose-driven, Approachable, Friendly, Elegant, Stylish

Brand Values

• •Sustainability
• •Circularity (No Waste)
• •Transparency
• •Conscious Consumption
• •Quality & Craftsmanship
• •Positive Impact & Social Responsibility
• •Beauty in Imperfection/Waste

Best Practices

• •Always Lead with Purpose: Ensure the "why" behind NoWa – reducing e-waste and promoting circularity – is woven into the narrative, even in product-focused copy. Remind the audience of the positive impact of their purchase.
• •Balance Elegance and Ethics: While the sustainable mission is key, the copy must also convey the beauty, quality, and style of the jewelry itself. Use descriptive language that appeals to aesthetic desires as well as ethical considerations.
• •Maintain a Positive and Empowering Voice: Focus on the solutions and the beauty of the transformation (waste to treasure) rather than dwelling solely on the problem of e-waste. Empower consumers by showing them they can be part of the solution.
• •Be Transparent and Educational (Subtly): Briefly explain the concept of circular jewelry or the origin of the materials where appropriate, reinforcing the brand's unique selling proposition and educating the consumer without being overly technical or preachy.
• •Use Inclusive and Connecting Language: Foster a sense of community and shared responsibility. Phrases like "join our movement," "together, let's close the circle" invite participation and align with their value of connection.

Social Perception

Innovative, Forward-Thinking, Ethical, Responsible, High Quality, Stylish, Trustworthy, Inspirational

Copy Examples

• •Headline: Wear the Change. Discover jewelry reborn from yesterday's technology, crafted for a brighter tomorrow. Body: At NoWa, we see treasure where others see waste. Our circular jewelry is meticulously crafted from recycled gold and silver found in old mobile phones, transforming forgotten tech into timeless elegance. Join our movement towards a more beautiful and sustainable world, one stunning piece at a time. #NoWaste #CircularFashion
• •Headline: Elegance, Evolved. Sustainable jewelry with a story. Body: Did you know your old phone holds precious gold and silver? We did. NoWa gives these materials a new life, creating exquisite jewelry that’s as kind to the earth as it is beautiful on you. Wear a NoWa piece and carry the promise of a circular future. #SustainableStyle #TrashToTreasure
• •Headline: More Than Just Jewelry. It's a Statement. Body: Each NoWa necklace, bracelet, and earring is a testament to the power of conscious creation. By choosing jewelry made from recycled e-waste, you’re not just adorning yourself – you’re advocating for a planet where resources are respected and reused. Look good, feel good, do good. #EthicalJewelry #CircularEconomy
• •Headline: The Beauty of Circularity. Handcrafted with purpose. Body: From discarded electronics to your new favorite accessory. NoWa’s circular jewelry is designed with passion and handmade in the Netherlands, proving that sustainability and style go hand in hand. For every piece you cherish, we recycle more e-waste. Together, let's close the loop. #HandmadeJewelry #RecycledGold
• •Headline: Gift a Greener Future. With NoWa Circular Jewelry. Body: Looking for a gift that truly gives back? NoWa’s sustainable jewelry, made from precious metals recovered from old phones, is a beautiful way to show you care – for them and for the planet. Each piece tells a story of innovation and hope. Give a gift that shines, sustainably. #ConsciousGifting #SustainableLuxury