Brand Tone

Sophisticated & Elegant, Conscious & Ethical, Artistic & Modern, Quietly Confident, Approachable Luxury

Brand Values

• •Sustainability
• •Ethical Practices
• •Quality Craftsmanship
• •Timeless Design
• •Individuality & Self-Expression
• •Transparency
• •Modern Elegance

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., sophisticated, ethical, artistic, quietly confident), preferred vocabulary (e.g., "timeless," "sustainable," "crafted," "conscious"), and phrases to avoid. Share this with anyone creating content.
• •Prioritize "Ethical Elegance" in Messaging: Always weave in both the sophisticated design aspect and the ethical/sustainable commitment. These are not mutually exclusive but are core to Mapperri's identity. For example, instead of just "Beautiful Earrings," try "Sustainably Crafted Pearl Earrings for Timeless Elegance."
• •Tell Stories, Don't Just List Features: While materials (recycled gold, Akoya pearls) are important, frame them within the narrative of craftsmanship, sustainability, or the feeling the jewelry evokes. For instance, "Each Akoya pearl is hand-selected, reflecting our commitment to natural beauty and ethical sourcing."
• •Maintain a Refined and Respectful Language: Avoid overly casual slang, aggressive sales tactics, or hype. The tone should be confident but also inviting and informative, reflecting the "quiet strength" and "subtle luxury" of the brand.
• •Ensure Consistency Across All Platforms: Whether it's an Instagram caption, website product description, email newsletter, or ad copy, the core tone and values should shine through consistently. Regularly audit content to ensure alignment.

Social Perception

Positive Association with Ethical Consumers, Seen as High-Quality and Artistic, Potentially Niche but Respected, Lack of Broad Public Feedback

Copy Examples

• •Headline: Enduring Elegance, Ethically Crafted. Body: Discover Mapperri. Jewelry designed to tell your story, sustainably made with 100% recycled metals and conflict-free gems. Wear your values, beautifully. Call to Action: Explore Our Collections
• •Headline: Beyond the Trend. Beyond Compare. Body: Mapperri pieces are born from a love for timeless design and a commitment to our planet. Find your signature style that’s as conscious as it is captivating. Call to Action: Shop Sustainable Luxury
• •Headline: The Art of Subtle Statement. Body: Crafted in New York, our jewelry blends modern aesthetics with quiet sophistication. Each Mapperri design is a whisper of strength, an echo of enduring beauty. Call to Action: Unveil Your Individuality
• •Headline: Wear the Change You Wish to See. Body: At Mapperri, luxury is responsible. From recycled 14K gold to ethically sourced pearls, every piece reflects our dedication to a more beautiful and sustainable world. Call to Action: Learn Our Story
• •Headline: For Moments That Last. Jewelry That Does Too. Body: Mapperri offers timeless treasures, designed with passion and crafted with integrity. Celebrate life’s milestones with pieces meant to be cherished for generations. Call to Action: Find Your Forever Piece