Brand Tone

Elegant, sophisticated, aspirational, yet accessible and personal

Brand Values

• •Quality Craftsmanship
• •Timelessness
• •Accessible Luxury
• •Sustainability and Responsibility
• •Spanish Heritage

Best Practices

• •Lead with "Made in Spain": Consistently highlight the Spanish craftsmanship. This is a key differentiator and immediately communicates heritage and quality. Use phrases like "Handcrafted by our artisans in Spain" or "The spirit of Spanish design."
• •Embrace "Timeless over Trendy": While social media requires relevance, frame content around the enduring nature of the pieces. Talk about building a "capsule jewelry box" or investing in "future heirlooms" rather than just following a fleeting trend.
• •Use Elegant and Evocative Language: Employ words like "curate," "effortless," "sophisticated," "intention," and "artisan." Describe the jewelry's relationship to the wearer—how it "empowers you" or "connects you to a moment."
• •Maintain Visual Cohesion: Ensure all photography and videography align with the clean, sophisticated, and light-filled aesthetic. The visual tone is just as important as the written one.
• •Balance Aspiration with Accessibility: Pair aspirational lifestyle content with clear messaging about the brand's accessible luxury price point and the founder's personal, 'slow' approach. This makes the brand feel both desirable and attainable.

Social Perception

Small Affaire is perceived as a reputable, chic, and independent jewelry brand, known for high-quality, stylish, and timeless pieces with a strong European aesthetic. Its founder-led narrative and commitment to craftsmanship build trust, positioning it as a tasteful choice for accessible luxury.

Copy Examples

• •Curate your story, one layer at a time. Our handcrafted rings, made with intention in Spain, are designed to be mixed, matched, and loved for a lifetime. The perfect start to your personal collection. #SmallAffaire #MadeInSpain #TimelessJewelry
• •Designed in Spain, Worn by You | Inside Our New Collection
• •The essence of effortless elegance. These timeless hoops are handcrafted from 925 sterling silver by our artisans in Spain, designed to take you from morning coffee to evening cocktails without a second thought. A foundational piece for the modern jewelry box, they are a tribute to classic design and enduring quality.
• •On-screen text: That feeling when your jewelry is as timeless as your style. ✨ Made in Spain. Designed for you. Caption: Your daily dose of effortless luxury. #GRWM #JewelryStyling #DemiFineJewelry #SmallAffaire
• •More Than Jewelry. It's a Small Affaire. Discover timeless pieces, handcrafted in Spain with a contemporary soul. The art of accessible luxury starts here.