Brand Tone

personal, eclectic, and charmingly traditional. The language is warm and descriptive, creating the feeling of a curated, treasure-filled boutique. It is approachable and artistic, appealing to a customer who values individuality and craftsmanship, not overly formal or high-fashion.

Brand Values

• •Curation and Individuality
• •Heritage and Female Entrepreneurship
• •Local Community and Physical Presence
• •Eclectic Quality

Best Practices

• •Embrace Storytelling: Every piece of copy, from an Instagram caption to a product description, should tell a small story. Where did the item come from? What makes it special? This reinforces the "curated treasure" identity.
• •Use Warm and Personal Language: Employ words like "paradise," "treasure," "charming," "discover," and "love." Address the customer directly and personally ("Find your story," "For you"). This maintains the friendly, boutique feel.
• •Highlight Heritage and Curation: Regularly reference the brand's long history ("since 1986") and the founder-led, curated nature of the selection. This builds trust and emphasizes the brand's unique value proposition against larger, impersonal retailers.
• •Connect Digital to Physical: Always encourage in-store visits in digital communications. Mention the specific locations (Bern, Thun, Burgdorf) to reinforce the brand's community roots and the importance of the in-person experience.
• •Maintain a Consistent Visual and Textual Aesthetic: The visual style on Instagram ar clear, well-lit photos of unique items, often with a personal touch ar should be matched by the copy. The text should be as eclectic and full of character as the products themselves, avoiding generic, corporate language.

Social Perception

Carré Schmuck & Schmuckes is perceived as a well-established local boutique and jeweler. It is seen as a reliable, charming, and unique local retailer, a place to discover interesting items that are not mass-produced, rather than a major online brand. Its customer base is likely local and loyal, interacting directly in physical stores.

Copy Examples

• •More than just an accessory, it's a story waiting to be worn. Each piece in our collection is chosen with love, hoping to find the person it was meant for. Discover your next treasure in our stores in Bern, Thun, or Burgdorf. #CarreSchmuck #Schmuckliebe #UniqueFinds #SwissBoutique
• •Your Personal Paradise of Trinkets and Treasures. For over 30 years, Carré has been the home of hand-picked jewelry, charming accessories, and gifts that delight. Step into our world.
• •Crafted with character and built to join you on your adventures. This bag isn't just for carrying things; it's for collecting moments. A unique piece from our curated 'Schmuckes' collection, ready to become a part of your story.
• •A Little Sparkle for Your Week from Carré ✨ Hello [Customer Name], from our little treasure trove to your inbox! This week, we're celebrating the beauty of imperfection with our new collection of artisan jewelry. Find one-of-a-kind pieces that are as unique as you are. Visit us in-store to see them sparkle in person!
• •Carré Schmuck & Schmuckes: Not just a shop, but a destination. Find the perfect gift, a unique piece of jewelry, or a little something special just for you. Your local treasure trove in Bern, Thun, and Burgdorf since 1986.