Brand Tone

Rebellious Luxury, Artistic Edge, and British Wit. It is edgy and fearless, story-driven and imaginative, yet grounded in luxury and refinement, often with a confident and witty undertone.

Brand Values

• •Ethical Responsibility
• •Master Craftsmanship
• •Unconventional Creativity
• •Community and Legacy

Best Practices

• •Lead with the Narrative: Every piece of copy, from a product description to a social media post, should start with the story. Frame the jewelry as a character or artifact within a larger, more imaginative tale.
• •Use Confident & Edgy Language: Employ strong, active verbs and avoid passive language. Use words like "forge," "defy," "provoke," and "unleash" to reflect the brand's rebellious spirit.
• •Balance Rebellion with Refinement: Always pair edgy descriptions with reminders of luxury and craftsmanship. A "rebellious design" should be " meticulously handcrafted." An "audacious concept" should feature "flawless gemstones."
• •Incorporate British Wit: Where appropriate, inject a touch of dry, intelligent humor. This can be done through clever wordplay or by subverting traditional luxury clichés in a confident, knowing tone.
• •Weave in Ethics Seamlessly: Talk about sustainability not as a corporate obligation, but as a passionate belief. Frame it as part of the brand's rebellious nature—rebelling against a historically opaque industry to create a "force for good."

Social Perception

Perceived as A-list approved and fashion-forward, Stephen Webster is seen as iconic, recognizable for its distinct aesthetic. It is also viewed as a leader in conscious luxury due to its ethical commitment, with pieces considered an investment in art.

Copy Examples

• •Beauty with a bite. Our iconic Thorn Embrace ring wraps the finger in precious metal and diamonds, proving that true elegance always has a sharp edge. For the quietly rebellious.
• •Heirloom-worthy. Street-ready. The England Made Me collection is forged from a legacy of British craftsmanship and a modern, unapologetic attitude. This isn't your father's signet ring.
• •Luxury that leaves a legacy, not a footprint. Every gemstone is hand-selected, every metal is recycled, and every piece is crafted with a clear conscience. Wear your values.
• •Fine jewelry is finished. Brilliant design is eternal. At Stephen Webster, we don’t follow rules; we forge them in gold and set them in diamonds. Break from the beautiful, but boring.
• •Your story is one of a kind. Your jewelry should be too. From the initial sketch to the final polish, our artisans will bring your vision to life. The only limit is your imagination.