Brand Tone

Artisanal, Poetic, and Authentic.

Brand Values

• •Nature as Inspiration
• •Authenticity and Imperfection
• •Sustainability and Ethics
• •Craftsmanship and Artistry
• •Personal Storytelling

Best Practices

• •Embrace Poetic Language: Use metaphors and sensory details that connect the jewelry to nature. Words like "sculpted," "forged," "whispers," and "poetry" will reinforce the artisanal and romantic tone.
• •Tell the Story of Imperfection: Consistently weave the philosophy of "perfectly imperfect" into the copy. Highlight the unique markings and textures of each ring as a feature, not a flaw, symbolizing the authenticity of the wearer's relationship.
• •Anchor in the Founder's Narrative: Continue to share Liesbeth Busman's personal story, her travels, and her artistic process. This authenticates the brand and builds a personal connection with the audience.
• •Highlight Sustainable Practices: Always mention the use of recycled metals and conflict-free gems. This appeals to the values of the target audience and reinforces the brand's commitment to the planet.
• •Focus on "Your Story": Frame the jewelry as a vessel for the customer's own narrative. Use prompts and questions in social media captions like "What's your Saagæ?" or "Where will your story take you?" to encourage engagement and make the brand experience personal.

Social Perception

The public perception of Saagæ is that of a high-end, artistic, and unique jeweler for those seeking something beyond traditional wedding and engagement rings. Customers are likely drawn to the brand for its distinctive, nature-inspired aesthetic and its commitment to sustainable and ethical practices. The brand appeals to an "adventurous people with an artistic soul." The connection to Liesbeth Busman as a Master Goldsmith adds a layer of trust and perceived quality. Her personal narrative of travel and creating from her ateliers in The Hague and a cave house in Spain adds to the brand's mystique and appeal. The brand is perceived as offering not just jewelry, but wearable art that holds deep personal meaning. Retail partners and mentions in guides position the brand as a notable and inspiring choice in the contemporary jewelry scene.

Copy Examples

• •For the wild at heart. Our rings are not perfect, and neither is love. And that’s the beauty of it.
• •Sculpted by hand, inspired by the earth. Each Saagæ ring carries the story of the forest floor, the rugged mountain, and the wild, untamed love it's meant to represent. Wear your adventure.
• •Let your love story grow. Inspired by the delicate strength of a single twig, this ring wraps the finger in a testament to new beginnings. Handcrafted from recycled gold, its organic form is a daily reminder that your journey together is a beautiful, evolving work of art.
• •Your saga begins here. Forget flawless, embrace real. Our wedding rings are forged from recycled metals and inspired by the imperfect beauty of nature. For a love that is as true and enduring as the earth itself.
• •From a sun-drenched cave in Spain to our atelier in The Hague, every ring begins as a whisper of an idea, a fleeting glimpse of light on a stone, a memory of a path less traveled. It's more than jewelry; it’s a piece of a journey, waiting to become a part of yours.