Brand Tone

aspirational, authentic, and connected to nature, elegance, quality craftsmanship, and personal storytelling

Brand Values

• •Creativity and Craftsmanship
• •Significance and Storytelling
• •Connection to Place
• •Authenticity and Quality
• •Customer Experience
• •Community and Respect
• •Enthusiasm
• •Excellence

Best Practices

• •Embrace Storytelling: Weave narratives about the origin of the materials, the inspiration behind designs, and the craftsmanship involved. Focus on the "why" behind each piece.
• •Evoke the Senses and Landscape: Use descriptive language that paints a picture of the Western Australian coast, the ocean, and the natural beauty that inspires the brand.
• •Highlight Authenticity and Origin: Consistently mention the Australian Abrolhos Pearls, Argyle Pink Diamonds (where applicable), and the handcrafted nature of the jewellery.
• •Speak to Aspirations and Emotions: Connect with the customer's desire for unique, meaningful pieces that celebrate their individuality and special moments.
• •Maintain a Personal and Passionate Voice: Let the enthusiasm of the founder and the dedication of the artisans shine through in the language used. Make it feel like a personal connection, not just a transaction.

Social Perception

Positive customer reviews, association with Australian origin, founder's story, unique and meaningful jewellery, and well-maintained online presence.

Copy Examples

• •Discover the untamed beauty of the Abrolhos Islands, captured in every luminous pearl. Wear a piece of Western Australia's heart. #LatitudeJewellers #AustralianPearls
• •More than jewellery, it's your story, handcrafted with passion. Let our artisans bring your vision to life with a bespoke creation from Latitude Jewellers. #CustomJewellery #HerStoryOurCraft
• •From the pristine waters of the Abrolhos to you. Experience the rare allure of our Australian Black Pearls – a testament to nature's artistry and our dedication to quality. #AbrolhosPearls #LuxuryJewelleryAU
• •Inspired by the wild spirit of the Australian coast. Each Latitude piece is a celebration of freedom and the unique journey that defines you. #FreedomToCreate #UniqueJewellery
• •Meet Pia, the heart behind our pearls. Her journey from the sea to our showroom infuses every design with passion and authenticity. Discover the Latitude difference. #TheGirlWhoGrowsThePearl #AuthenticLuxury