Brand Tone

Authentic, Story-driven, Personal, Appreciative, Elegant, Inspired

Brand Values

• •Craftsmanship & Artistry
• •Irish Heritage & Culture
• •Authenticity & Originality
• •Connection & Storytelling
• •Quality

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of Ardara Jewellery's tone (Authentic, Story-driven, Personal, Appreciative, Elegant, Inspired) with examples of do's and don'ts for all written communication.
• •Always Lead with the "Why": In product descriptions, social media, and "About Us" content, consistently tie the jewellery back to its inspiration (Irish heritage, nature, specific locations, symbolism). Share the story.
• •Use Consistent Language & Keywords: Regularly incorporate terms like "Handmade Irish Jewellery," "Inspired by Ireland," "Celtic," "Wild Atlantic Way," "Donegal," and the artisan's name (Finula Coughlan) to reinforce brand identity and values.
• •Maintain a Personal Touch in Communications: Whether responding to comments on social media or writing email newsletters, maintain a warm, friendly, and appreciative tone that reflects a personal, artist-led brand. Reference the handmade nature and the maker when appropriate.
• •Visual Consistency: Ensure that the imagery used across all platforms (website, social media) aligns with the brand's elegant, natural, and heritage-inspired aesthetic. This visual tone should complement the written copy.

Social Perception

Positive, Associated with Irish Craftsmanship, Niche Appeal, Small Business Charm

Copy Examples

• •Homepage Banner: "Wear a Piece of Ireland's Soul. Discover handmade jewellery inspired by the untamed beauty of the Wild Atlantic Way. Crafted with passion by Finula Coughlan."
• •Product Description (Celtic Knot Necklace): "Unravel the mystery of ancient Ireland with our Silver Celtic Knot Necklace. Each intricate twist and turn is handcrafted in our Donegal workshop, echoing timeless stories of connection and eternity. A whisper of heritage, designed to be treasured."
• •Instagram Post (Image of earrings against a scenic Irish backdrop): "Catching the light, just like the sun dancing on the Assaranca waterfall that inspired our Droplets Collection. ✨ Each piece is a handcrafted memory of Ireland's breathtaking landscapes. Where does your favourite piece of jewellery transport you? #ArdaraJewellery #HandmadeInIreland #IrishInspired #WildAtlanticWay #CelticJewellery"
• •"About Us" Snippet: "From my Donegal workshop, where the Atlantic winds whisper ancient tales, I pour my heart into every piece of Ardara Jewellery. Inspired by Ireland's rich history and the rugged beauty that surrounds me, each creation is more than an accessory – it's a story, a symbol, a connection to the enduring spirit of Ireland. - Finula Coughlan"
• •Promotional Email Subject: "A Gift from the Emerald Isle: New Arrivals at Ardara Jewellery" Email Body Snippet: "Looking for a gift that speaks from the heart? Explore our latest handcrafted Irish treasures, from delicate birthstone pendants to intricate Celtic designs. Each piece from Ardara Jewellery is thoughtfully made in Donegal, carrying the essence of Ireland's charm."