Brand Tone

Elegant, Artisanal, and Heritage-Rich

Brand Values

• •Uncompromising Craftsmanship
• •Norwegian Heritage
• •Timeless Quality
• •Creative Artistry
• •Exclusivity and Personal Connection

Best Practices

• •Lead with Heritage and Craft: Always frame the product within the context of its creation. Use phrases like "From our Bergen workshop," "Crafted by Goldsmith Anette Van Bergen," or "A tradition of Norwegian artistry." This reinforces the brand's core identity.
• •Use Evocative, Sensory Language: Describe the jewelry in a way that appeals to the senses. Instead of "gold necklace," use "a cascade of polished 18k gold." Instead of "blue enamel," use "vibrant enamel, the color of a Nordic fjord." This elevates the perception of the product.
• •Speak of 'Investment' and 'Heirlooms,' Not Just Price: Position the jewelry as a timeless acquisition. Use language that suggests longevity and enduring value, such as "a future heirloom," "an investment in artistry," or "designed for a lifetime."
• •Maintain a Refined and Confident Tone: The copy should be calm, confident, and sophisticated. Avoid exclamation points, aggressive sales tactics ("Buy Now!"), or overly casual language. The tone should match the elegance of the pieces themselves.
• •Tell Stories, Don't Just List Features: Every piece has a story—its inspiration, the materials, the process. Share these narratives in product descriptions, blog posts, and social media captions to create a deeper, more emotional connection with the audience.

Social Perception

The public perceives Van Bergen as a premium, artisanal jewelry brand. It is not for the fast-fashion consumer but for a discerning clientele that values design integrity, superior craftsmanship, and the story behind the product. Customers see a purchase as an investment in a unique piece of wearable art. The brand is respected within its community and is seen as a benchmark for quality Norwegian jewelry.

Copy Examples

• •The soul of a piece is born in the details. From our Bergen atelier, every stroke of enamel is a testament to a legacy of patience, precision, and passion. This is not just jewelry; it is a story forged in fire and gold. #VanBergen #NorwegianDesign #Goldsmith #HandcraftedJewelry #Heirloom
• •The Saga Lock. More than a clasp, it is the heart of your story. Forged in 18k gold and designed for versatility, it connects our timeless chains to create a piece that is uniquely yours. An icon of Norwegian craftsmanship, ready to be worn, loved, and passed down through generations.
• •Artistry You Can Wear. For the woman who curates every aspect of her life. Van Bergen offers more than adornment—we offer wearable sculptures forged from precious metals and timeless tradition. Discover handcrafted Norwegian jewelry designed to endure. Explore the collection.
• •From Our Hands to Yours: A Timeless Treasure
• •We believe jewelry should be a whisper of elegance, not a shout. At Van Bergen, we honor the slow, deliberate art of the goldsmith. Each piece is born from Norwegian heritage and shaped by hand, destined to become a part of your legacy.