Brand Tone

Approachable and Friendly, Professional and Trustworthy, Modern and Stylish, Passionate and Personal, Helpful and Customer-Oriented

Brand Values

• •Quality
• •Customer Satisfaction
• •Trust and Transparency
• •Heritage and Modernity
• •Personal Expression and Meaning
• •Care and Passion

Best Practices

• •Always Lead with Passion and Personal Connection: Infuse copy with the genuine enthusiasm for jewelry and watches that the brand was founded on. Use language that suggests care, thoughtfulness, and a desire to help customers find meaningful pieces (e.g., "chosen with heart," "tell your story").
• •Balance Modernity with Trustworthiness: While highlighting contemporary designs and an innovative approach, consistently reinforce trust by mentioning authorized dealerships, quality craftsmanship, the e-mærket seal, and the brand's heritage where appropriate.
• •Be Approachable and Helpful: Use clear, welcoming language. Ensure calls to action are friendly and that information regarding services (like personal advice, free wrapping, repairs) is easy to find and understand. Avoid overly technical jargon unless explaining specific product benefits clearly.
• •Emphasize Quality and Curated Selection: Consistently communicate that products are carefully selected for their design, quality, and aesthetic appeal. This reinforces the idea that customers are getting value and well-crafted items.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual presentation on the website and social media (which is currently clean, stylish, and product-focused). If images are elegant and modern, the copy should reflect that same level of sophistication and clarity.

Social Perception

Highly Positive, Trustworthy Retailer, Good Service and Product Selection, Reputable Local Business

Copy Examples

• •Headline: Find Your Signature Story. Discover Ours. Body: At Viclara, a piece of jewelry is more than an adornment—it's a whisper of who you are. Explore our curated collection of modern classics and unique designs, each chosen with heart, to help you express your individual style. Visit us in Holstebro or online at viclara.dk.
• •Headline: Quality You Can Cherish. Service You Can Trust. Body: From timeless watches to contemporary Danish designs, Viclara offers enduring quality backed by passionate expertise. As authorized dealers for brands like Mulberry and Certina, and with our e-mærket certification, shop with confidence for pieces meant to last a lifetime.
• •Headline: The Perfect Gift, Wrapped in Thoughtfulness. Body: Looking for something special? Whether it’s a christening gift, a token of love, or a treat for yourself, find it at Viclara. Our team is here to offer personal advice, and we’ll even wrap it beautifully for free. Because every detail matters.
• •Headline: Modern Designs, Timeless Traditions. Body: Nestled in a location with a goldsmithing legacy since 1908, Viclara brings a fresh, innovative spirit to the world of jewelry and watches. Discover handpicked pieces that blend contemporary aesthetics with enduring craftsmanship.
• •Headline: More Than Just Jewelry. It’s a Part of You. Body: We believe the right watch or piece of jewelry becomes an extension of your personality. That's why we’re passionate about helping you find designs that resonate with your unique story. Explore our collections online or experience the Viclara difference in our Holstebro store.