Brand Tone

Poetic, Artisanal, and Personal

Brand Values

• •Artisanal Craftsmanship
• •Nature-Inspired Design
• •Sustainability and Ethics
• •Timelessness and Heirloom Quality
• •Personal Connection

Best Practices

• •Use a Poetic and Evocative Lexicon: Consistently use words related to nature, growth, and artistry (e.g., fragment, seed, renewal, potential, forged, carved, ephemeral, cycle). This reinforces the brand's core inspiration.
• •Emphasize the "Handmade" Story: Always mention that the pieces are handcrafted in the London studio. This highlights the artisanal value and differentiates the brand from mass-produced competitors. Phrases like "traces of the maker" or "formed by hand" are effective.
• •Lead with Values, Not Just Products: Frame descriptions around the brand's values. Instead of just saying "Silver Necklace," say "A symbol of renewal, crafted from recycled silver." This connects the product to a deeper meaning and appeals to conscious consumers.
• •Maintain a Personal and Intimate Tone: Write as if Sally herself is speaking. Use "I," "we," and "our studio" to create a direct line between the maker and the customer. Share personal inspirations and the philosophy behind the collections to build a loyal community.
• •Highlight Ethical Choices Subtly and Confidently: Integrate the use of recycled metals and ethical practices into the narrative naturally. It's not just a feature; it's fundamental to the brand's identity. Mentioning it consistently in product details and stories reinforces brand integrity and attracts the target audience.

Social Perception

High-Quality and Unique; Ethical and Trustworthy; Personal and Beloved; Collaborative and Respected

Copy Examples

• •A symbol of potential, forged by hand. Our Seed & Pod charm is a reminder of the beautiful things that grow from small beginnings. Cast in recycled sterling silver, its organic shape rests close to the heart, carrying a story of renewal with you. Designed to be worn singly or layered, a quiet celebration of nature's design.
• •Heirlooms for now and forever. Each of our rings is handcrafted in our London studio, shaped by fire and tool to tell a unique story. We believe jewellery becomes a part of its wearer, a silent companion through life’s chapters. Discover the harmony of ethical gold and timeless design. #SallyLacockJewellery #ModernHeirloom #EthicalCraft
• •Our studio practice is a slow and considered one. Inspired by fragments found on the forest floor and the resilience of a tiny seed, we form each piece with intention. We favour processes that leave the trace of the maker's hand, ensuring no two pieces are ever truly identical. This is jewellery made with soul, for the soul.
• •Hello [Name], Just as nature sheds and renews, our collection grows. We've added a few new, one-off pieces inspired by the quiet beauty of the earth's fragments. Hand-carved and cast from recycled metals, these designs are ready to find their story with you. Explore the new arrivals.
• •Your story, cast in gold. At Sally Lacock Jewellery, we create more than rings; we craft intimate symbols of your journey. With a focus on timeless, vintage-inspired design and ethically sourced materials, our bespoke service invites you to co-create a future heirloom. Begin your forever with a piece that’s as unique as your love.