Brand Tone

Conscious & Responsible, Passionate & Story-driven, Luxurious & Elegant, Inspiring & Activist, Warm & Sensual (with a touch of "Dolce Vita")

Brand Values

• •Sustainability
• •Ethical Responsibility & Transparency
• •Quality & Craftsmanship
• •Positive Impact & Activism
• •Redefining Luxury
• •Femininity & Empowerment

Best Practices

• •Lead with Purpose: Always intertwine the brand's core values of sustainability and ethical responsibility into the narrative. Every piece of copy should, even subtly, echo the "why" behind VIERI.
• •Share the Founder's Story: Continuously leverage Guya Merkle's journey and passion. Personal anecdotes and her vision add authenticity and a powerful emotional connection.
• •Balance Luxury with Ethics: Ensure that while highlighting ethical practices, the language still conveys the premium quality, exquisite design, and luxurious feel of the jewelry. Avoid letting the ethical message overshadow the desirability of the product itself.
• •Educate and Empower: Use copy to inform consumers about the importance of ethical sourcing, recycled materials, and the impact of their choices, positioning them as part of the positive change VIERI is championing.
• •Maintain Visual and Verbal Cohesion: Ensure that the tone of the copy is consistently reflected in the brand's visual identity across all platforms (website, social media, advertising). An elegant, modern, and slightly ethereal visual style will complement the described brand tone.

Social Perception

Pioneer in Ethical Luxury, Founder-Driven Authenticity, High-Quality & Beautiful Design, Associated with Conscious Consumerism, Respected by Industry Publications, Limited Direct Customer Review Visibility

Copy Examples

• •Headline: VIERI: Wear the Change. Fine Jewellery That Speaks Volumes. Body: Indulge in the luxury of knowing your adornment makes a difference. Crafted from recycled gold and ethically sourced gemstones, each VIERI piece is a testament to beauty that’s more than skin deep. Discover a new era of elegance. #SustainableLuxury #EthicalGlamour
• •Headline: The Cloud Collection: Dreamy Designs, Conscious Craft. Body: Float into a world where exquisite design meets unwavering ethics. Our signature Cloud Collection, sculpted from 100% recycled gold, embodies transformation and the light pioneering spirit of VIERI. Find your silver lining. #VIERICloud #RecycledGoldRevolution
• •Headline: Beyond Beautiful: Jewellery with a Soul and a Story. Body: At VIERI, every ring, necklace, and earring carries the heart of our founder's mission: to redefine luxury through responsibility. Join us in adorning the world beautifully and ethically. Learn more about our journey and the Earthbeat Foundation. #FineJewellery #EthicalJourney #GuyaMerkle
• •Headline: For Love That Lasts, Choose Gold That Sustains. Body: Celebrate your forever with VIERI's Amore Collection. Our bespoke engagement and wedding rings, crafted from traceable recycled gold and conflict-free gemstones, symbolize a love that’s as pure and enduring as your commitment to each other and the planet. Design your dream ring today. #EthicalWeddings #SustainableLove #VIERIamore
• •Headline: Luxury You Can Believe In. Transparency You Can Trust. Body: VIERI is committed to #NoGreenwashing. We believe true luxury is found in the beauty of our designs and the integrity of our practices. From urban mined gold to supporting mining communities, discover the VIERI difference. Explore our collections. #ConsciousLuxury #TransparentJewellery