Brand Tone

Artistic, Thoughtful, Delicate, Modern, Personal

Brand Values

• •Sustainability & Ethical Sourcing
• •Artistry & Design Innovation
• •Craftsmanship & Quality
• •Transparency
• •Connection & Meaning
• •Empowerment & Inclusivity

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the key attributes of WWAKE's tone (Artistic, Thoughtful, Delicate, Modern, Personal) with examples of "do's and don'ts." This should be the go-to resource for anyone writing copy.
• •Emphasize Storytelling: Connect every piece and collection to a larger narrative – the inspiration, the materials' journey, the artisan's touch, or the brand's values. Focus on the "why" behind the "what."
• •Use Evocative and Sensory Language: Choose words that appeal to a sense of beauty, delicacy, and artistry. Words like "ethereal," "sculptural," "whisper," "glow," "gentle," "conscious" align well. Avoid overly aggressive, loud, or purely sales-driven language.
• •Maintain Transparency in Messaging: Consistently integrate information about sustainable practices, ethical sourcing, and craftsmanship into product descriptions, social media, and broader brand communications. This reinforces core values and builds trust.
• •Ensure Visual and Textual Harmony: The delicate, artistic, and minimalist aesthetic of the jewelry should be mirrored in the copywriting. Short, elegant sentences, ample white space (in web/print layouts), and a poetic rhythm can complement the visual brand identity. Copy should feel as carefully crafted as the jewelry itself.

Social Perception

Highly Regarded for Design, Trusted for Ethical Practices, Aspirational & Artistic, Delicate/Requires Care, Celebrity Endorsement, Premium Brand

Copy Examples

• •Introducing 'Ephemeral Light' – a collection born from quiet observation. Delicate opals catch the unseen, held in whispers of recycled gold. Discover pieces that tell a story, not just of beauty, but of conscious creation. Explore the collection, link in bio. #WWAKE #FineJewelry #EthicalLuxury #ArtInspired #SustainableStyle
• •A singular Australian opal, alive with an inner fire, rests gently in a sculpted 14k recycled gold setting. This ring is an intimate dialogue between stone and metal, designed to become a part of your story. Handcrafted in our New York studio, with a commitment to transparency and the earth. #WwakeOpal #ConsciousJewelry #HeirloomModern
• •More than jewelry. WWAKE is a commitment – to art, to the earth, to the hands that shape each piece. Founder Wing Yau, a sculptor by training, brings a unique vision to fine jewelry, creating delicate, modern heirlooms from ethically sourced materials. Discover our story and find a piece that resonates with your values. Learn more: [Link to Website] #WWAKEJewelry #SustainableLuxury #EthicalDesign #MadeInNYC
• •At WWAKE, beauty and responsibility intertwine. Each piece begins with a commitment to the planet and its people – from traceable, conflict-free gemstones to recycled precious metals. We believe true luxury lies in mindful creation. This month, learn more about our Fairmined gold initiative and the communities it supports. [Link to Sustainability Page] #EthicallyMade #WWAKEVision #FineJewelryWithPurpose
• •WWAKE: Sculpting light, honoring earth. Fine jewelry, ethically crafted in New York. Discover designs that whisper, rather than shout.