Brand Tone

Audacious & Uninhibited, Colorful & Joyful, Luxurious & Precious with a Playful Twist, Artisanal & Ethical, Parisian Chic with Eccentricity

Brand Values

• •Craftsmanship & Quality
• •Individuality & Freedom
• •Joy & Vibrancy
• •Ethical Sourcing & Manufacturing
• •Meaning & Transmission
• •Audacity & Originality

Best Practices

• •Develop a Core Messaging Guide: Create a document outlining key brand vocabulary (e.g., "audacious," "joyful," "handcrafted," "Parisian spirit," "uninhibited color"), phrases to use, and, importantly, phrases to avoid that don't align with the brand's playful luxury.
• •Embrace Vivid and Sensory Language: Use descriptive words that evoke the vibrancy, texture, and sparkle of the jewelry. Think "electrifying enamel," "sun-kissed gold," "kaleidoscope of gems."
• •Balance Luxury with Playfulness: While highlighting premium materials and craftsmanship (e.g., "18k gold," "ethically sourced diamonds," "artisanal techniques"), inject personality and a touch of whimsy. Avoid overly stuffy or exclusively traditional luxury language.
• •Tell the Story: Weave in elements of the brand's origin, Delphine Crech'Riou's passion, the "Parisian paradox" of classicism and eccentricity, and the value of creating transmissible, meaningful pieces. This adds depth and authenticity.
• •Consistency Across All Channels: Ensure the tone is consistent from the website's product descriptions and "About Us" page to social media captions, email marketing, and any third-party retailer descriptions you can influence. Regular content audits can help maintain this.

Social Perception

Emerging Luxury, Distinctive & Artistic, Associated with Parisian Style, Focus on Color and High-Quality Materials, Limited Direct Customer Reviews

Copy Examples

• •Headline: Dare to Dazzle. Van Den Abeele PARIS: Where Parisian Craftsmanship Meets Uninhibited Color. Body: Why blend in when you were born to stand out? Our handmade jewelry isn't just an accessory; it's a statement. Crafted with ethically sourced gems and a rebellious Parisian spirit. Discover your next obsession.
• •Instagram Post: Saturate your style. ✨ Van Den Abeele PARIS brings you a kaleidoscope of handcrafted luxury. Bold enamel, brilliant diamonds, and a touch of Parisian audacity. Who says fine jewelry can't be fun? #VanDenAbeelePARIS #ColorYourLuxury #HandmadeJewelry
• •Product Description Snippet (for a colorful ring): Meet the Billie Neon Coral Ring – she’s not shy. An electrifying band of 18k gold and vibrant neon coral enamel, crowned with a constellation of diamonds. Because life’s too short for boring jewelry.
• •Email Subject Line: Unleash Your Inner Parisian Rebel. New Arrivals from Van Den Abeele PARIS. Email Body Preview: Forget fleeting trends. Embrace timeless audacity. Our latest collection is an explosion of color and exquisite craftsmanship, designed for those who write their own rules.
• •Brand Tagline Option: Van Den Abeele PARIS: Joyfully Crafted. Audaciously Worn.