Brand Tone

Elegant, Contemporary, Personal, Expert, and Meaningful

Brand Values

• •Originality & Unique Design
• •Personalization & Customer Focus
• •Passion & Creativity
• •Ethical Considerations
• •Meaning & Symbolism

Best Practices

• •Emphasize Craftsmanship & British Provenance: Consistently mention that pieces are handcrafted in their UK studio, highlighting the skill and dedication involved.
• •Use Descriptive Adjectives: Words like "distinctive," "sculptural," "talismanic," "sleek," and "considered" can be effective.
• •Highlight Ethical Sourcing: Promote the use of recycled silver, fair-trade gold, and conflict-free diamonds to appeal to ethically conscious customers.
• •Showcase Personalization: Encourage customers to explore bespoke commissions and upcycling services, emphasizing the personal touch.
• •Share the 'Why': Incorporate stories about the inspiration and meaning behind each piece or collection to connect with customers on a deeper level.

Social Perception

Annika Rutlin is perceived as a talented designer and skilled artisan who produces high-quality, unique jewellery. Customers see the brand as trusted & reliable, a source of unique & meaningful pieces and friendly & approachable.

Copy Examples

• •"Experience the touch of true craftsmanship in contemporary designer jewellery, made with passion in the UK."
• •"Our commitment to ethical sourcing means your Annika Rutlin piece is not only uniquely beautiful but also consciously crafted from recycled silver and fair-trade gold."
• •"Each piece tells a story, imbued with thought and meaning, far superior to mass-produced jewellery."
• •"Explore our bespoke services and let us create a unique piece that reflects your personal style and story."
• •"#AnnikaRutlin #BespokeJewellery #HandcraftedLuxury #DesignerMaker"