Brand Tone

Minimalist, Sophisticated, and Mindful

Brand Values

• •Timelessness
• •Craftsmanship
• •Consciousness

Best Practices

• •Prioritize "Timeless" over "Trendy": Always frame products as long-lasting investments rather than seasonal must-haves. Use words like "enduring," "classic," "essential," and "cherished."
• •Speak Softly and Simply: Use clear, concise, and elegant language. Avoid jargon, exclamation points, and aggressive calls-to-action. Let the quality of the products and visuals do most of the talking.
• •Highlight the "How" and "Where": Consistently mention that pieces are "handcrafted in our Amsterdam studio." This reinforces the values of craftsmanship and locality, which are key differentiators.
• •Emphasize Conscious Care: Integrate care instructions and material information into the narrative. This shows respect for the product and the customer, aligning with the "conscious" value proposition.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy always matches the minimalist, sophisticated aesthetic of the photography. The words should feel as clean, calm, and curated as the images.

Social Perception

Curators of Enduring Beauty

Copy Examples

• •Uniquely yours. The organic form of the baroque pearl meets the refined finish of 14k solid gold. Designed and handcrafted in our Amsterdam studio to be a timeless part of your story. #smokstudio #timelessjewelry #goldjewelry
• •The essential hoop, redefined. Crafted from 14k solid gold, the Everyday Hoop is designed for effortless elegance and lasting wear. Its lightweight feel and classic silhouette make it a foundational piece for any collection, meant to be loved and worn for years to come. A testament to minimalist design and enduring quality.
• •For Your Forever Collection | New Arrivals from SMØK Studio
• •SMØK Studio was born from a devotion to the beautifully made and the thoughtfully designed. We are a conscious Danish lifestyle brand based in Amsterdam, where every piece of jewelry is crafted by hand in our studio. We believe in timeless designs that transcend seasons and trends, creating cherished objects for your wardrobe and life.
• •Inspiration for a conscious wardrobe. Our philosophy centers on timeless design and skilled craftsmanship, creating pieces you'll cherish for many years. | SMØK Studio - Handcrafted Jewelry & Lifestyle.