Brand Tone

Sophisticated & Elegant, Avant-Garde & Provocative, Romantic & Poetic, Confident & Bold, Artistic & Sculptural

Brand Values

• •Craftsmanship & Technical Excellence
• •Innovation & Boundary-Pushing
• •Artistic Integrity & Vision
• •Modern Romance
• •Emotional Connection & Empowerment
• •Heritage & Future

Best Practices

• •Embrace Dichotomy: Consistently play with contrasting concepts: strength and fragility, tradition and innovation, romance and rebellion. This reflects the core of the brand's unique appeal.
• •Use Evocative & Sensory Language: Describe not just the pieces, but the feeling they invoke. Use rich, descriptive adjectives and verbs that allude to artistry, nature, and emotion.
• •Tell the Story: Every collection and many pieces have an inspiration or narrative. Weave these stories into product descriptions and marketing materials to create a deeper connection.
• •Maintain Sophistication: Even when being provocative or edgy, the language should always retain an underlying elegance and intelligence. Avoid slang or overly casual phrasing.
• •Highlight Craftsmanship & Uniqueness: Emphasize the skill, heritage, and innovative techniques that make each piece a work of art, distinct from mass-produced jewellery.

Social Perception

Viewed as a creator of unique, statement pieces that are both beautiful and edgy. Appreciated for the intricate craftsmanship and the story behind the designs. Seen as an investment, with pieces considered collectible heirlooms. Highly respected as a visionary British designer who has significantly impacted contemporary jewellery.

Copy Examples

• •An arc of rebellion, a whisper of elegance. The Hook Earring: define your edge with a signature of modern romance.
• •Where untamed beauty meets meticulous artistry. Discover [Collection Name], a new chapter in nature's fierce poetry, sculpted for the modern vanguard.
• •Your story, immortalised in precious form. Allow our master artisans to translate your vision into a singular masterpiece, a testament to enduring love and audacious design.
• •Born from tradition, forged in innovation. Each Shaun Leane creation is a testament to uncompromising craftsmanship, where ancestral techniques breathe life into contemporary desire.
• •Jewellery that transcends adornment. It is courage, sculpted. It is emotion, worn. It is the Shaun Leane spirit: fearlessly individual, timelessly provocative.