Brand Tone

Artistic & Passionate, Elegant & Sophisticated, Personal & Approachable, Trustworthy & Knowledgeable, Conscious & Responsible

Brand Values

• •Craftsmanship
• •Timeless Design & Nature-Inspired
• •Sustainability & Ethical Sourcing
• •Personalization & Customer Focus
• •Quality & Durability
• •Heritage & Storytelling

Best Practices

• •Develop a Brand Voice Guide: Document the core elements of your brand voice: personality traits (e.g., elegant, passionate, conscious), tone variations for different contexts (e.g., website vs. social media), key messaging points, and a lexicon of preferred words (and words to avoid). Share this with anyone creating content.
• •Emphasize Storytelling: Weave the brand's unique narrative – Annika's journey, the inspiration from Gotland, the commitment to sustainability – into your copy. People connect with stories more than just product features.
• •Be Authentic and Passionate: Let genuine enthusiasm for craftsmanship, design, and ethical practices shine through. Avoid overly corporate or generic language. The copy should feel like it's coming from a passionate artisan.
• •Focus on "Why" as much as "What": Explain the inspiration behind designs, the reason for choosing sustainable materials, and the care that goes into handcrafting each piece. This adds depth and resonates with value-driven customers.
• •Maintain Visual-Verbal Harmony: Ensure the tone of your copy aligns seamlessly with your visual identity (photography, website design). Annika Gustavsson's clean, elegant visuals should be matched by equally refined and thoughtful language. Consistency across all touchpoints builds a strong, recognizable brand.

Social Perception

High-Quality Artisan Jewellery, Ethical and Trustworthy, Bespoke and Personal, Rooted in Gotland, Respected Designer

Copy Examples

• •Headline (Website/Social Media): "Where Gotland's Soul Meets Timeless Design. Discover Annika Gustavsson Jewellery – Handcrafted for Your Story."
• •Product Description Snippet (for a nature-inspired piece): "Carved from recycled silver, the 'Karg' ring echoes the beautifully stark landscapes of Gotland. Each facet is a testament to mindful craftsmanship, designed not just to adorn, but to connect you to the wild elegance of the island. Wear a piece of timeless nature."
• •Instagram Caption (showcasing a bespoke wedding ring): "A circle of shared dreams, meticulously handcrafted to last an eternity. We were honored to bring this bespoke wedding band to life, using recycled gold and ethically sourced diamonds, reflecting a love that is both beautiful and conscious. Begin your forever with a piece as unique as your journey. #AnnikaGustavsson #BespokeBridal #EthicalJewellery #HandcraftedLove #GotlandMade"
• •'About Us' Snippet (Website): "From the world of finance to the artisan's bench, Annika Gustavsson discovered her true calling: forging beauty from precious metals. Inspired by the raw, captivating spirit of her Gotland home, each piece is a dialogue between traditional goldsmithing and contemporary elegance. We believe in jewellery with a soul, crafted responsibly, to be cherished for generations."
• •Email Subject Line (for a new collection launch): "New Whispers from Nature: Explore Annika Gustavsson's Latest Collection."