Brand Tone

Artistic & Mystical, Craftsman-like & Authentic, Personal & Storytelling, Conscious & Ethical, Slightly Edgy & Evocative

Brand Values

• •Craftsmanship & Artistry
• •Individuality & Personal Expression
• •Sustainability & Environmental Responsibility
• •Heritage & Timelessness
• •Symbolism & Meaning

Best Practices

• •Develop a Core Lexicon: Create a list of words and phrases that align with the brand's artistic, mystical, and craftsman-like tone (e.g., "talisman," "heirloom," "hand-forged," "bespoke," "sacred," "ancient," "symbolic," "ethereal," "sculptural"). Consistently weave these into communications.
• •Emphasize Storytelling: Frame every piece of jewellery and every communication as part of a larger narrative. Whether it's the story of its inspiration, the craftsmanship involved, or the story it will tell for the wearer, narrative adds depth and aligns with the "heirloom" value.
• •Highlight Craftsmanship & Materials Authentically: Be specific about techniques (wax carving, hand engraving) and materials (recycled gold/silver, specific gemstones). This transparency reinforces the "artisan" and "conscious" values. Avoid overly technical jargon unless explained simply.
• •Maintain a Balance of Mystique and Approachability: While the themes can be dark or mystical, the overall tone should still feel personal and inviting, especially when discussing bespoke services or customer interaction. The passion for the craft should shine through.
• •Integrate Ethical Messaging Naturally: Weave in sustainability and ethical practices (recycled metals, tree planting) as inherent parts of the brand's identity, rather than as afterthoughts. This reinforces the brand's values consistently and shows it's a core part of their "why."

Social Perception

Positive, Niche Appeal, Trustworthy (largely), Artisan-Focused

Copy Examples

• •Instagram Post (Image: Close-up of a hand-engraved ring): Whispers of ancient tales, etched in silver. Our 'Mania' Skull Ring isn't just worn; it's carried. A talisman of your story, meticulously hand-engraved to last lifetimes. Discover the art of heirloom jewellery. #EmilyProudfootJewellery #HandcraftedHeirlooms #TalismanicJewellery #SymbolicAdornment
• •Facebook Ad (Video: Timelapse of a piece being made): From molten metal to meaningful treasure. Witness the journey of a bespoke piece at Emily Proudfoot Jewellery. We handcraft symbols of your life, your loves, your legacy, using recycled precious metals and ancient techniques. What story will your jewel tell? Create yours today. #SustainableLuxury #ArtisanJewellery #BespokeDesign #EmilyProudfoot
• •Product Description (Website - for a Memento Mori piece): Embrace the beautiful dance of existence with our 'Ars Longa Vita Brevis' Signet Ring. A poignant reminder, exquisitely carved by hand, this piece serves as a personal emblem of life's precious moments and art's enduring power. Crafted from [recycled silver/gold], it's designed not just as jewellery, but as a profound connection to what matters most. Carry your narrative.
• •Email Newsletter Snippet (Subject: Unveil Your Inner Mystic): Dare to adorn yourself with meaning? At Emily Proudfoot Jewellery, each creation is a dialogue between ancient symbolism and modern artistry. Explore our latest collection of talismanic pieces, handcrafted to empower and enchant. Plus, feel good knowing every order plants 10 trees. Wear your values.
• •TikTok Video Caption (Video: Quick cuts of different unique rings on fingers): Your vibe, your story, your talisman. ✨ Handcrafted, unique, and a little bit magic. Which one speaks to you? #EmilyProudfootJewellery #HandEngraved #StatementRing #JewelleryWithMeaning #EcoConsciousJewelry