Brand Tone

Ethereal, Artistic, and Intimate; often whimsical, passionate, and personal.

Brand Values

• •Artisanal Craftsmanship
• •Ethical & Sustainable Sourcing
• •Individuality & Storytelling
• •Feminine Power & Divinity

Best Practices

• •Lead with the "Why": Always start with the story, the inspiration (a dream, nature, a goddess), or the artistic vision behind the piece before detailing the materials. The emotion sells the artifact.
• •Use the "Artifact" Lexicon: Continue using signature words and phrases that reinforce the brand's unique world: (art)ifact, ethereal, celestial, whisper, dream, sacred creation, handcrafted with love. This creates a cohesive and recognizable voice.
• •Emphasize Ethical Luxury in Every Message: Whether it's a product description, social media post, or email, a mention of "recycled gold," "ethically sourced," or "conflict-free" should be seamlessly integrated to reinforce this core value.
• •Show, Don't Just Tell the Artistry: Pair copy with visual content that showcases the creative process—sketches, wax molds, hands-on crafting. This validates the "handcrafted" promise and deepens the connection to Nora as the artist.
• •Maintain an Intimate and Direct Tone: Write as if you are speaking to an individual, not a crowd. Use "you" and "your story" to make the communication feel personal and centered on the customer's journey and emotions.

Social Perception

Sermez.com is perceived as a high-quality, artisanal brand for unique, meaningful fine jewelry with a distinctive, delicate, and whimsical aesthetic. Nora Sermez is seen as an authentic artist and influencer, building trust and personal connection. The brand's commitment to ethical sourcing appeals strongly to conscious consumers.

Copy Examples

• •Forged from a daydream and brought to life in our Scottsdale studio. The 'Celestial Whisper' ring, with a GIA-certified diamond embraced by hand-carved moondrops. It's not just a ring; it's a universe on your finger. Tap to begin your story.
• •Wearable Art, Ethically Crafted. Discover unique engagement rings and fine jewelry, handcrafted from recycled gold and conflict-free gems. Your forever piece awaits.
• •Your commitment is one-of-a-kind. Shouldn't your ring be too? At Sermez, we move beyond the ordinary, handcrafting ethereal engagement rings that tell your personal story. Made with love and ethically sourced materials, because a beautiful promise deserves a beautiful beginning.
• •An ode to the goddess within. The Birth of Venus Set is a celebration of divine feminine power, handcrafted in 14k recycled gold. Each curve and ethically-sourced sapphire is a whisper of beauty and strength. A timeless artifact designed to be passed down for generations.
• •Tired of the same old engagement rings? Your love isn't a cliché. At Sermez, we handcraft unique, story-driven jewelry in our Arizona studio. Find a design that feels like you. Ethically sourced, and divinely inspired. Shop our collection.