Brand Tone

Personal, Passionate, and Reverent

Brand Values

• •Appreciation for History & Story
• •Passion for Craftsmanship
• •Love as a Connector
• •Creating Future Heirlooms
• •Self-Love and Empowerment

Best Practices

• •Lead with the Story: Always frame the product within its historical context. Don't just list materials and dates; ask questions like, 'What might this locket have held?' or 'Who might have received this ring?' This reinforces the core value of history.
• •Use a Personal and Passionate Voice: Write copy from the owner's perspective ('I found this piece and was struck by...'). This maintains the personal, woman-owned business feel that customers connect with.
• •Emphasize Craftsmanship and Detail: Use descriptive, reverent language to talk about the physical object. Words like 'meticulous,' 'hand-carved,' 'intricate,' and 'mastery' highlight the value of craftsmanship.
• •Connect Past to Present: Consistently use the theme of legacy and future heirlooms. Encourage customers to see themselves as not just the owner, but the next custodian of the item's story.
• •Infuse Every Communication with 'Love': Whether it's a social media reply or a product description, weave in the brand's mission to be a 'bridge to love'. This can be love for the object, the story it tells, or the person who will wear it. This maintains a warm, positive, and mission-driven tone.

Social Perception

Trusted, High-Quality, and Personal

Copy Examples

• •Some stories are told in gold and gemstone. This Victorian treasure, with its intricate metalwork, has witnessed over a century of moments. It doesn't just adorn a hand; it carries a history. Ready for you to write its next chapter. #AntiqueJewelry #VictorianRing #StoryInGold #FutureHeirloom
• •Through The Louping Glass: More than jewelry, it's a piece of history. Discover curated antique treasures that tell a story.
• •Elegance defined by a generation. This Art Deco pendant embodies the bold lines and revolutionary spirit of the 1920s. From its geometric precision to the fire in its antique-cut stone, every detail is a testament to an era of change. Wear a piece of artistry that feels as modern today as it did a century ago.
• •A Love Story from 1918... & Other New Arrivals
• •Hold history in your hands. At Through The Louping Glass, we don't just sell antique jewelry; we preserve the romance and craftsmanship of the past. Each piece is personally selected for its story and soul. Find the heirloom that's been waiting for you.