Brand Tone

Personal & Meaningful, Handcrafted & Quality-focused, Accessible & Dainty/Minimalist, Friendly & Passionate, Modern & Trendy (for permanent jewellery)

Brand Values

• •Personalisation & Individuality: Creating unique pieces that tell a customer's story is a core theme.
• •Meaningful Connections: Jewellery is positioned as a way to capture moments and connections with loved ones.
• •Quality Craftsmanship: Emphasis on handmade items using quality materials like sterling silver and gold-filled metals.
• •Ethical Practices & Conscious Production: Mentioned as a focus for the business.
• •Customer Satisfaction: Stated pride in exceptional customer service and ensuring customers are happy with their purchases.
• •Accessibility: Offering high-quality, meaningful jewellery at affordable prices.

Best Practices

• •Always Emphasize Personalisation and Meaning: Frame products not just as items, but as carriers of stories, memories, and personal significance. Use language that invites customers to see the jewellery as an extension of themselves or their relationships.
• •Highlight the "Handmade" and "Quality" Aspects: Consistently mention the craftsmanship, the quality of materials (be specific, e.g., "gold-filled," "sterling silver"), and the care that goes into each piece. This justifies the "Deluxur" name while maintaining accessibility.
• •Maintain a Warm, Friendly, and Slightly Sentimental Voice: Use inviting language. Words like "love," "care," "special," "cherish," "beautiful," and "story" resonate well with the brand's stated mission. Avoid overly formal or technical jargon.
• •Showcase Real Customer Experiences (ethically): Leverage positive customer reviews and user-generated content (with permission) to build trust and social proof. This reinforces the "meaningful connections" value. Actively and professionally address any negative feedback to demonstrate commitment to customer satisfaction.
• •Keep Language Clear, Accessible, and Aspirational (but attainable): While "deluxe" implies luxury, the pricing and style often lean towards "everyday elegance." The copy should reflect this balance—aspirational in its beauty and meaning, but accessible in its tone and perceived value. Ensure clarity in product descriptions, especially for customisation options.

Social Perception

Positive (On-site and for Permanent Jewellery) but Mixed (Broader Online Presence) with potential for Brand Confusion.

Copy Examples

• •Tell your unique story, beautifully. Our handcrafted [Necklace Name] is more than just an accessory; it's a little piece of you, made with love and the finest [material, e.g., gold-filled] metal. Personalise it with what matters most. ✨ #DeluxurMoments #HandmadeWithLoveAU
• •Effortless shine, every single day. Get your custom-fit Deluxur permanent bracelet – a seamless, sparkling reminder of a special moment or simply your everyday elegance. Book your Sydney spot and let's create your forever piece! #PermanentJewellerySydney #ClaspFree #Deluxur
• •We live for these moments! ❤️ [Customer Name] chose our [Product Name] to celebrate [Occasion]. 'It’s so dainty and exactly what I wanted!' Thank you for sharing your Deluxur story with us. Who will you share yours with? #DeluxurStories #MeaningfulJewellery #CustomerLove
• •Simple joys, crafted to last. At Deluxur, we believe in everyday elegance made from quality you can feel. Our [Product Type, e.g., birthstone bracelets] use genuine [materials, e.g., sterling silver and hand-picked birthstones] because your special pieces deserve the best. #QualityJewelleryAU #MadeInMelbourne #DeluxurDesign
• •This Mother's Day, give a gift as unique as her love. Our personalised [Product Type, e.g., initial necklaces] are handcrafted to hold her dearest memories close. Made with care in Melbourne. Shop the collection. #MothersDayGiftAU #PersonalisedGift #DeluxurLove