Brand Tone

Aspirational, elegant, sophisticated, polished, and refined, with a personal and passionate undertone.

Brand Values

• •Quality Craftsmanship
• •Designer Aesthetics
• •Affordable Luxury
• •Heritage and Sentiment
• •Customer Satisfaction

Best Practices

• •Always mention high-quality materials like "18/10 solid stainless steel" and "titanium plating" to reinforce the brand's commitment to durability and luxury.
• •Incorporate the narrative of Emma Russell's travels and design inspirations to create an emotional connection with the audience and differentiate the brand.
• •Employ a sophisticated vocabulary with words like "elegant," "timeless," "bespoke," "designer," and "curated" to maintain a consistent high-end tone.
• •While positioning the brand as luxurious, also highlight the "affordable" aspect for ranges like Bella Casa to appeal to a broader audience seeking everyday elegance.
• •Frame the products as tools for creating memorable moments and enhancing the dining experience, using phrases like "elevate your dining" and "finish your table to perfection."

Social Perception

Nicolson Russell is perceived as a reputable provider of high-quality, stylish, and durable homeware. It is seen as a "name-brand" that adds a touch of class and elegance to the dining experience. While considered premium, there is an appreciation for its value. Overall, the perception is that of a desirable and reliable brand for those looking to elevate their home dining.

Copy Examples

• •Transform your meals into moments. Our Dubai collection, crafted from the finest titanium-plated stainless steel, is more than just cutlery—it's the centerpiece of your conversation. Where modern elegance meets timeless quality. #NicolsonRussell #ElegantDining #TableScapes #LuxuryHomeware
• •Why settle for ordinary? The Bella Casa collection by Nicolson Russell brings designer style to your everyday table. Made with premium 18/10 stainless steel, it’s the affordable luxury you deserve. Shop now and make every meal a special occasion.
• •Inspired by Emma Russell's global journeys, each piece in our Private Collection tells a story. The Buddha Rose Gold set captures the serene beauty of the East, meticulously crafted to be a showstopper at your table. This isn't just cutlery; it's a piece of the world, brought to your home to be cherished for generations.
• •Your Table is Missing This... Hello [Customer Name], at Nicolson Russell, we believe your cutlery should always carry the table. Discover our new arrivals in titanium-plated designs and give your dining room the elegant touch it deserves. For a limited time, enjoy free shipping on all orders over R1000.
• •Nicolson Russell: The Signature of a Well-Dressed Table.