Brand Tone

warm, personal, elegant, and sincere

Brand Values

• •Meaningfulness & Connection: Creating jewellery that holds personal significance, tells a story, or celebrates a bond.
• •Quality & Craftsmanship: Offering well-made, demi-fine jewellery designed to last, becoming 'modern heirlooms.'
• •Timelessness & Elegance: Focusing on classic, enduring designs rather than fast fashion trends.
• •Personal Service & Customer Care: Evident in their helpful interactions with customers online.
• •Heritage (subtle): While not overtly a heritage brand, the use of the Irish word 'Stór' and collections like the 'Irish Coin Collection' and 'Ogham' provide a subtle nod to Irish roots and tradition.

Best Practices

• •Embrace 'Stór': Consistently weave the meaning of 'Stór' (my love, my treasure) into the narrative. Use words like 'cherish,' 'treasure,' 'personal,' 'meaningful,' 'story,' and 'heirloom' naturally.
• •Speak with Warmth and Sincerity: Write as if you're speaking to a friend. Use a welcoming, approachable, and genuine voice. Avoid overly formal or technical jargon. Let the passion for the pieces shine through.
• •Highlight the 'Why': Focus on the emotional connection and the story behind each piece or collection, not just its physical attributes. Explain the inspiration and the sentiment it's meant to evoke.
• •Maintain Elegance in Simplicity: Keep language clear, concise, and refined. The elegance of the jewellery should be mirrored in the sophistication of the prose, without being pretentious.
• •Be Consistent Across All Channels: Ensure that the tone used on the website, in email marketing, social media captions, and customer service interactions is harmonious. Create a simple brand voice guide if multiple people are writing copy.

Social Perception

positive. Customers appreciate the unique and meaningful designs (especially personalized items), the quality of the jewellery for its price point, the aesthetic appeal – described as delicate, beautiful, and elegant, the brand's responsiveness and customer service, and the suitability of the pieces for gifting. The brand is perceived as a provider of special, cherished items rather than just fashion accessories. There's an association with thoughtfulness and sentimentality.

Copy Examples

• •Product Description (Birth Flower Necklace): Keep your dearest memories close with our Birth Flower Necklace. Delicately crafted to represent your unique month, this piece isn't just jewellery – it's a personal emblem, a reminder of the moments and people you treasure. A timeless gift, for yourself or someone you hold dear.
• •Instagram Post (New Collection Launch): Introducing the 'Eternal Links' collection ✨ Inspired by the unbreakable bonds we share, each piece is thoughtfully designed to be a modern heirloom. Discover delicate chains and interwoven charms that speak of connection and enduring love. Which piece tells your story? #StórJewellery #ModernHeirlooms #MeaningfulGifts #IrishDesign
• •Email Subject Line (Promotion): A Little Treasure Just For You, [Customer Name] 💌
• •About Us Snippet (Website): At Stór, we believe jewellery should be more than an accessory; it should be a treasure. Inspired by the Irish word for 'my love, my treasure,' we pour our hearts into creating demi-fine pieces that are rich in meaning and designed to be cherished for years to come.
• •Facebook Ad Copy (General): Looking for a gift that truly speaks from the heart? Stór Jewellery offers beautifully crafted, meaningful pieces designed in Ireland. From personalized birth flowers to elegant everyday treasures, find a gift that will be cherished forever. Shop now and tell your story.