Brand Tone

Elegant & Refined, Personal & Meaningful, Artistic & Handcrafted, Approachable Luxury, Confident & Established

Brand Values

• •Craftsmanship & Quality
• •Personalization & Individuality
• •Sustainability & Ethical Sourcing
• •Artistic Integrity
• •Customer Connection & Accessibility
• •Community & Heritage

Best Practices

• •Emphasize 'Handcrafted' and 'Artisan': Consistently use terms that highlight the human touch and artistic skill involved in creating the jewelry (e.g., 'handcrafted in our NYC studio,' 'artisan-designed,' 'meticulously crafted'). This reinforces the brand's core identity.
• •Focus on Personalization and Meaning: Frame product descriptions and narratives around the idea of jewelry as a personal story, a symbol of identity, or a commemoration of meaningful moments. Use words like 'your story,' 'unique to you,' 'cherished,' 'meaningful.'
• •Maintain an Elegant yet Approachable Voice: While using sophisticated language appropriate for fine jewelry ('refined,' 'timeless,' 'exquisite'), ensure the tone remains warm and inviting, especially on social media and in direct customer communications. Avoid overly technical jargon unless explaining specific high-value features.
• •Integrate Values Naturally: Weave in mentions of sustainability, ethical sourcing (conflict-free, recycled metals), and quality materials as inherent aspects of the brand's promise, rather than just add-ons. This builds trust and appeals to value-driven consumers.
• •Tell the Story of the Brand and Designer: Periodically remind the audience of the brand's heritage, its NYC roots in the West Village, and the artistic vision of Guy Rozenstrich. This adds depth and authenticity to the brand narrative.

Social Perception

High-Quality & Unique, Trusted & Reputable, Artisan & Boutique, Ethically Conscious (Increasingly), Celebrity Endorsed (Historically/Potentially)

Copy Examples

• •Phoenix Roze: Your Story, Artfully Cast in Gold. Discover jewelry as unique as your journey. Handcrafted in our West Village studio, each piece is a personal emblem, designed to be treasured for a lifetime. Explore our collections or collaborate with our artisan, Guy Rozenstrich, to bring your vision to life. Because luxury should be personal.
• •Keep your moments close. Our 14k gold initial necklaces are more than just an accessory; they're a whisper of identity, handcrafted with love in NYC. Delicate, timeless, and deeply personal. #PhoenixRoze #HandcraftedJewelry #NYCMade #PersonalizedLuxury #FineJewelry
• •Capture the cosmos. Inspired by the infinite beauty of the night sky, our Celestial Collection features ethically sourced diamonds set in recycled 14k gold. Each handcrafted piece is a miniature masterpiece, designed by Guy Rozenstrich to add a touch of magic to your everyday. Wear your universe.
• •For eighteen years, Phoenix Roze has been intertwining artistry with personal narratives from our heart in the West Village. We believe in the enduring power of handcrafted fine jewelry – pieces born from sustainable practices, designed with passion, and destined to become part of your story.
• •Dreaming of a one-of-a-kind piece? Let's create it together. At Phoenix Roze, your vision guides our hands. From heirloom redesigns to bespoke engagement rings, experience the art of personal luxury, handcrafted with the finest sustainable materials in NYC.