Brand Tone

Elegant & Understated, Artistic & Narrative, Personal & Poetic, Warm & Eloquent

Brand Values

• •Heritage & Ancestry
• •Craftsmanship & Ancient Techniques
• •Timelessness & Enduring Quality
• •Sustainability & Responsibility
• •Authenticity & Individuality

Best Practices

• •Embrace Storytelling: Consistently weave the narrative of heritage, ancient techniques, and the inspiration behind collections into all communications.
• •Highlight Craftsmanship: Emphasize the handmade nature, the 22-karat gold alloy, and the ancient goldsmithing processes to reinforce value and artistry.
• •Maintain an Elegant & Understated Voice: Use refined, evocative language that reflects the sophistication and timelessness of the jewelry. Avoid overly trendy or casual slang.
• •Educate on Materials & Legacy: Inform customers about the unique qualities of 22-karat gold (its softness, how it wears over time) and the responsible sourcing of materials to build appreciation for the brand's values.
• •Visual Consistency: Ensure all visual content (photography, website design, packaging) aligns with the brand's aesthetic – the sage green, the connection to historical artifacts, and the luxurious yet personal feel of the jewelry.

Social Perception

Coveted & Collectible, Luxurious & High-Quality, Historically Rich & Cultured, Artisanal & Unique, Trusted & Reputable

Copy Examples

• •Prounis: Where ancient stories are whispered in 22-karat gold. Handcrafted heirlooms for your modern legacy.
• •More than adornment, a Prounis piece is a wearable diary, etched with the unique patina of your life.
• •Inspired by the echoes of history, from Greco-Roman artifacts to the glamour of 1940s New York. Discover jewelry that tells a story.
• •Crafted with intention, worn with soul. Experience the timeless allure of recycled 22-karat gold and responsibly sourced gems.
• •Prounis: Unearthing beauty from the past, forging heirlooms for the future. Understated elegance, artfully made.