Brand Tone

Elegant, personal, and timeless, characterized by intimate, story-driven language that is confident and quality-focused.

Brand Values

• •Originality and Exclusivity
• •Timelessness over Trends
• •Craftsmanship and Quality
• •Personal Connection
• •Ethical Sourcing

Best Practices

• •Maintain a Story-Driven Narrative: Every piece of copy, from product descriptions to social media posts, should tie back to the core brand story of timelessness, personal connection, and vintage inspiration.
• •Use Elegant and Evocative Language: Employ descriptive and sophisticated words that reflect the quality and 'dreamy' nature of the jewelry. Words like 'timeless,' 'heirloom,' 'cherished,' 'muse,' and 'divine' align well with the established tone.
• •Emphasize Exclusivity and Originality: Consistently remind the audience that Xanthea designs are original, in-house creations that cannot be found elsewhere. This reinforces the value proposition.
• •Speak Directly to the 'Muse': Address the customer in a personal and intimate way (e.g., 'Darling, you are divine'). This fosters a one-on-one connection that mirrors the brand's personal feel.
• •Highlight Craftsmanship and Ethical Choices: Weave details about the quality of materials and the ethical sourcing commitment into the copy to build trust and appeal to conscious consumers.

Social Perception

Direct social perception is difficult to gauge due to limited online presence (no social media, customer reviews). However, features in high-profile publications like Vogue and Vanity Fair suggest a perception of quality, elegance, and high-fashion appeal within the industry. The Australian-designed aspect may appeal to those valuing local and unique design.

Copy Examples

• •More than an accessory, the Sophia Necklace is a story waiting to be told. Inspired by old-world glamour and designed for the modern muse, its hand-set rose quartz captures a soft, romantic light. A timeless piece to be treasured, from our hands to yours.
• •Jewelry as unique as your story. Discover timeless, original designs, imagined in-house and crafted for a lifetime.
• •A little sparkle, made just for you ✨
• •We believe in originality over everything. In a world of fleeting trends, we create timeless pieces with stories to tell—the kind you'll steal from your mum's jewelry box and one day pass down.
• •For soulmates, for besties, for your chosen family. The Forever & Always Charm is made to share. One for you, one for the person who holds your heart. Because some connections are forever.