Brand Tone

Inspirational & Proud, Educational, Elegant & Refined, Personal & Heartfelt.

Brand Values

• •Heritage & Culture
• •Craftsmanship & Quality
• •Storytelling
• •Connection
• •Authenticity

Best Practices

• •Always Lead with the "Why": Start with the story or meaning behind a piece before detailing its physical attributes. The emotional and cultural connection is the primary selling point.
• •Use Evocative and Thematic Language: Consistently use words like "heritage," "legacy," "handcrafted," "symbol," "ancient," and "story" to reinforce the brand's core values in all communications.
• •Maintain an Elegant and Respectful Tone: The copy should always be as refined and thoughtful as the jewelry itself. Avoid overly casual slang or aggressive, sales-driven language.
• •Educate, Don't Just Sell: Frame product descriptions and social media posts as opportunities to teach the audience something new about Armenian culture. This adds immense value beyond the product.
• •Amplify the Founder's Voice: Continue to use a personal, "I" or "we" perspective in storytelling. This maintains the authenticity and heartfelt connection that distinguishes the brand.

Social Perception

Perceived as a Niche, High-Quality Brand; Authentic and Trustworthy; Culturally Significant, serving as an important link to heritage.

Copy Examples

• •Wear a piece of your history. The Mount Ararat Pendant is more than a necklace; it's a symbol of resilience and hope, meticulously handcrafted to carry a timeless story. Let it be a daily reminder of the strength and beauty of your heritage.
• •Did you know the Armenian Eternity symbol represents the endless sky and the eternal spirit of our culture? Each line in this handcrafted piece tells a story of legacy and connection. What does it mean to you? ✨ #ShushanCollection #ArmenianHeritage #WearableArt
• •From our hands to yours. At Shushan Collection, we don't just make jewelry—we craft stories from silver and gold. Every piece is a tribute to ancient Armenian culture, designed for the modern world. Discover art you can wear.
• •A connection to home, wherever you are. We are so honored to see how our pieces travel the world, keeping you connected to the culture and stories that shape us. Explore our new arrivals and find the piece that tells your story.
• •Handcrafted Armenian Jewelry. Wear your story. Explore timeless pieces inspired by a rich heritage. Shipping worldwide from our studio to your home.