Brand Tone

aspirational, knowledgeable, and helpful

Brand Values

• •Design and Curation
• •Quality and Craftsmanship
• •Expertise and Service
• •Sustainability and Timelessness

Best Practices

• •Lead with Emotion, Support with Detail: Start copywriting by focusing on the feeling and ambiance the light will create (e.g., "cosy corners," "inviting glow"). Then, provide the details about craftsmanship, material, and design.
• •Educate, Don't Intimidate: When discussing technical aspects like LED technology or installation, use simple, relatable analogies (e.g., comparing the switch from halogen to LED to upgrading from a carriage to a Tesla). Frame information as helpful "tips" or a way to "demystify" complex topics.
• •Use Storytelling: Share the stories behind the designs or designers. Highlight the origin of materials or the inspiration for a collection (e.g., "made with love in Portugal"). This reinforces the values of curation and craftsmanship.
• •Emphasize the 'Why' Over the 'What': Instead of just describing a lamp, describe what it does for a room. The product isn't just a "pendant light"; it's a way to "make a bold statement in your kitchen."
• •Maintain a Consistent Vocabulary: Regularly use keywords that reflect the brand's values, such as "curated," "timeless," "sculptural," "artisan," "bespoke," and "ambiance" across all platforms to build a strong and recognizable brand voice.

Social Perception

Overwhelmingly positive. Customers see the brand as a "treasure trove" offering unique, high-quality products and excellent personalized service, particularly in lighting consultancy, which transforms spaces from cold to warm and inviting. The brand successfully conveys a luxurious lifestyle and unique ambiance.

Copy Examples

• •Handcrafted to perfection. Our new ceramic lighting collection, made with love in Portugal, brings a touch of artisan soul to your home. Discover lighting that tells a story.
• •Don't just light your room, illuminate your life. The right light transforms a space from a house to a home. Let us help you find your perfect glow. #RubyWatts #LightingDesign #InteriorInspiration
• •Feeling in the dark about your lighting? From a single room refresh to a full-scale renovation, our expert consultants are here to guide you. Let's create a lighting plan that's tailored to your style and your life.
• •Tired of the harsh glare of the 'big light'? Discover the art of layered lighting. Create depth, warmth, and ambiance with our guide to mixing accent, task, and ambient lights for a truly inviting space.
• •A brighter home for less. For a limited time, enjoy 15% off our curated collection of sculptural and timeless lighting. Find the piece that will redefine your space.