Brand Tone

Personal, Passionate, and Artisanal

Brand Values

• •Ethical & Sustainable Sourcing
• •Authentic Craftsmanship
• •Nature-Inspired Design
• •Personal Significance
• •Timeless Delicacy

Best Practices

• •Always Lead with the "Why": Start with the inspiration, the gemstone's meaning, or the artisanal value before getting into the physical details. The story is the primary selling point.
• •Use "Perfectly Imperfect" Language: Incorporate words like "handmade," "unique," "artisanal," and "one-of-a-kind" to reinforce the value of craft over machine perfection. Frame slight variations as a feature, not a flaw.
• •Maintain the Founder's Voice: Write in a personal and passionate tone. Use "I" and "my" when telling the brand story or describing the creative process to maintain the authentic connection to the founder, Oorla.
• •Educate and Enchant: Treat every piece of copy as an opportunity to teach the customer something new, whether it's about the mythological history of a stone or the benefits of using recycled silver. This builds authority and adds value beyond the product itself.
• •Weave in Ethical Keywords Naturally: Seamlessly integrate terms like "recycled silver," "ethically sourced," "sustainable," and "handmade in the UK" into descriptions and posts. This ensures the brand's core values are always present and reinforces its positioning for customers who prioritize these ethics.

Social Perception

Highly positive, viewed as high-quality, unique, authentic, trustworthy, ideal for gifting and special occasions, and an authentic contributor to the ethical jewellery movement.

Copy Examples

• •Captured magic. ✨ This Labradorite ring isn't just an accessory; it's a piece of transformation. Known as the stone of magic, its flashes of blue and green are said to awaken your inner spirit. Each ring is handcrafted in our studio from recycled sterling silver, ensuring that just like its wearer, it’s completely unique. Tap to discover the story behind your new favourite piece.
• •A delicate reminder of a love that never fades. Our Forget-Me-Not Pendant, cast in eco-friendly recycled silver, features a tiny, sparkling blue topaz at its heart. Inspired by the quiet beauty of wildflowers, this piece is a wearable story of connection and memory. Each pendant is hammered and polished by hand, making it perfectly imperfect, just like nature itself.
• •A little sparkle, made with soul. Hi [Customer Name], At Oorla Jewellery, we believe the best things are made by hand. This week, we're putting a spotlight on our new 'Dewdrop' collection, inspired by early morning light in the English countryside. Each piece, featuring ethically sourced Moonstone, is designed and crafted by Oorla to be a future heirloom. See the story behind the collection and find a piece that speaks to you.
• •Jewellery with a conscience. ✨ At Oorla Jewellery, we don't believe in mass production. We believe in passion, recycled silver, and the power of a beautiful gemstone. Discover our contemporary handmade jewellery, crafted with love in our UK studio. Shop ethical. Shop beautiful.
• •From my hands to yours. I’m Oorla, and my passion is turning ethically sourced gemstones and recycled silver into wearable art. Inspired by the imperfect beauty of the natural world, each piece tells a story. Here, you won't find fleeting trends, just timeless, handcrafted jewellery made with soul.