Brand Tone

Expert, Passionate, and Reassuring

Brand Values

• •Quality & Exclusivity
• •Craftsmanship & Heritage
• •Personalization & Collaboration
• •Passion & Dedication

Best Practices

• •Lead with Expertise, Reassure with Passion: Always balance technical, expert language (e.g., "CAD design," "microscopic settings") with emotional, passionate language ("a ring that goes into the heart"). This builds both credibility and an emotional connection.
• •Tell the Founder's Story: Continuously weave Ivan Vikland's personal history and dedication into the narrative. This humanizes the brand and reinforces the values of passion and heritage.
• •Emphasize "Made in Sweden": Consistently highlight that the jewelry is designed and manufactured in their own workshop in Malmö. This is a powerful differentiator that signifies quality, ethical production, and authenticity.
• •Focus on "You," the Customer: Address the customer directly. Use collaborative language like "we work together," "your vision," and "co-create." This reinforces the brand's personalized, client-centric approach.
• •Maintain an Elegant and Understated Tone: The brand's exclusivity is partly defined by its lack of loud, mainstream marketing. The copy should reflect this0be confident but not boastful, sophisticated but not overly complex. Let the quality of the product and the passion for the craft speak for themselves.

Social Perception

Overwhelmingly positive, perceived as a high-end, trustworthy, and expert jeweler that delivers on promises of quality and personalized service, enhanced by an air of exclusivity due to its focused marketing approach.

Copy Examples

• •Your love story is unique. Your ring should be too. Co-create your dream ring with our master jewelers, where Swedish craftsmanship meets your personal vision.
• •For our founder, Ivan Vikland, it began with a single diamond. Today, that same passion is infused into every piece we create. We don't just make jewelry; we craft heirlooms. Each ring is a testament to a legacy of quality and a love for the art, designed to last an eternity.
• •The Estelle Ring: A symphony of fire and light. Featuring a hand-selected center diamond, secured with microscopic precision by our artisans in Malmö. This isn't just a ring; it's a promise, meticulously crafted to honor yours.
• •Viklands: The Art of the Diamond. The Heart of Swedish Design.
• •The journey to your perfect ring starts with a conversation. Schedule a private consultation and let our diamond specialists guide you through the 4Cs and help you translate your ideas into a tangible work of art. Your vision, our expertise.