Brand Tone

Aspirational & Confident, Modern & Edgy, Accessible & Value-Driven, Direct & Transparent, Engaging & Entertaining

Brand Values

• •Quality & Craftsmanship
• •Affordability & Accessibility
• •Individuality & Self-Expression
• •Innovation
• •Customer Satisfaction
• •Durability

Best Practices

• •Stay True to "Accessible Luxury": Always balance the premium feel of the product descriptions (highlighting quality materials, design, and craftsmanship) with the value proposition (direct-to-consumer, fair pricing). Avoid language that is overly exclusive or, conversely, too cheap-sounding.
• •Emphasize Durability and Lifestyle Integration: Consistently mention practical benefits like water/sweat resistance and the 2-year guarantee. Frame the jewellery not just as an aesthetic choice but as a reliable part of the customer's everyday life and style.
• •Speak to Individuality and Confidence: Use empowering language that encourages customers to express their personal style. Position the jewellery as a tool for making a statement and standing out.
• •Maintain an Energetic and Modern Voice: Especially in social media and ads, keep the language fresh, direct, and aligned with urban and streetwear culture. Use relevant slang or a slightly edgy tone where appropriate for the platform (e.g., TikTok), but always maintain clarity and professionalism.
• •Be Transparent and Build Trust: Continue to be open about the direct-to-consumer model and the benefits it brings to the customer. Ensure all claims about materials and quality are accurate and easily verifiable, reinforcing the brand’s commitment to customer satisfaction.

Social Perception

Positive, Value for Money, Stylish & On-Trend, Trustworthy, Emerging Competitor

Copy Examples

• •Headline: UNDENIABLE STYLE. UNBEATABLE PRICE. Body: Elevate your look with VIRAGE London. Premium chains, designed in London, built to last. Water, heat, and sweat resistant – backed by a 2-year guarantee. Why pay more for quality that speaks for itself? Shop now and own your statement.
• •Headline: LEVEL UP YOUR LAYERS. Body: From bold Cuban links to subtle rope chains, find your signature stack with VIRAGE London. Crafted for the individual. Designed for impact. Express yourself without breaking the bank. Discover your new collection.
• •Headline: BUILT FOR THE GRIND. DESIGNED TO SHINE. Body: VIRAGE London jewellery isn't just an accessory, it's a part of your hustle. Premium materials, 18k gold plating, and a finish that resists whatever your day throws at it. Make your mark. #VIRAGELondon
• •Headline: THE VIRAGE DIFFERENCE: PREMIUM WITHOUT THE PREMIUM PRICE TAG. Body: We cut out the middlemen, not the quality. Experience meticulously crafted jewellery, designed in London, that’s made to be worn every day, everywhere. Aspirational style is now within reach.
• •Headline: DON’T JUST FOLLOW TRENDS. SET THEM. Body: VIRAGE London brings you jewellery that’s as unique as you are. Stand out with designs that blend urban edge with timeless appeal. Quality you can feel, prices you’ll love. What’s your Virage?