Brand Tone

Elegant & Sophisticated, Artistic & Story-driven, Authentic & Genuine, Appreciative & Passionate, Quietly Confident

Brand Values

• •Craftsmanship
• •Uniqueness & Individuality
• •Ethical Sourcing & Practices
• •Timelessness
• •Heritage & Storytelling
• •Quality

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Kura's tone (Elegant, Artistic, Authentic, Appreciative, Quietly Confident) with examples of "do's and don'ts" for language, sentence structure, and vocabulary. This should be a reference for anyone creating content.
• •Focus on Storytelling: Continue to weave narratives around the inspiration, materials, and craftsmanship of each piece. Highlight the "why" behind the designs, not just the "what."
• •Emphasize Quality and Detail: Use descriptive and evocative language that reflects the high quality of the materials and the meticulous attention to detail in the craftsmanship. Words like "meticulous," "luminous," "handcrafted," "bespoke," and "heirloom" fit well.
• •Maintain an Elegant and Refined Vocabulary: Avoid overly casual slang, clichés, or aggressive sales language. Opt for a more sophisticated and thoughtful choice of words that appeal to a discerning audience.
• •Be Authentic in Ethical Messaging: When discussing ethical sourcing or craftsmanship, be specific where possible (without over-promising) and genuine in your communication. Let the passion for these values come through naturally rather than as a marketing tactic. Consistency across all platforms is key.

Social Perception

High-Quality Artisan Jewellery, Trustworthy & Ethical (for those aware of their messaging), Artistic & Culturally Rich, Niche & Exclusive (in a positive sense), Good Customer Service

Copy Examples

• •Product Description (Necklace): Adorn your neckline with the whispers of ancient tales. Our [Necklace Name], meticulously handcrafted from [Material] and graced with a luminous [Gemstone], captures the serene beauty of [Inspiration, e.g., the Omani desert at dawn]. A timeless emblem of elegance, designed to be treasured.
• •Instagram Caption (New Collection Launch): Introducing the [Collection Name] — where artistry meets heritage. Each piece is a testament to patient craftsmanship and the enduring allure of responsibly sourced gemstones. Discover a new chapter in adornment. Link in bio. #KuraJewellery #FineCraftsmanship #EthicalLuxury #NewCollection
• •Email Subject Line (Promotion): An Invitation to Timeless Elegance | Discover Kura Jewellery
• •About Us Snippet (Website): At Kura Jewellery, we believe each piece tells a story. Born from a passion for authentic design and ethical craftsmanship, we create more than just jewellery; we craft heirlooms that resonate with your unique spirit. Explore our world of artful adornment.
• •Facebook Post (Highlighting Ethics): Beauty that shines from within. Our commitment to ethical sourcing means every Kura piece is crafted with integrity, using materials chosen with care for both their quality and their origin. Wear your values, beautifully. #KuraEthos #ConsciousLuxury #HandmadeJewellery