Brand Tone

Artistic & Creative, Personal & Passionate, Minimalist & Chic, Youthful & Edgy, Approachable & Authentic, Confident & Expressive, Conscious & Ethical

Brand Values

• •Handmade Craftsmanship
• •Original Design & Artistry
• •Quality Materials
• •Sustainability & Ethical Sourcing
• •Authenticity & Self-Expression
• •Local Connection
• •Customer Connection

Best Practices

• •Embrace the "Handmade Heart": Always highlight the artisanal, handcrafted nature of the jewellery. Use words like "crafted," "handmade," "studio," "artisan," and "designed by Jeslea" to reinforce the personal, artistic touch.
• •Balance Minimalism with Edge: Consistently blend descriptions of clean, minimal aesthetics with hints of the "youthful edge" or "rock 'n roll" inspiration. For example, "Sleek lines with a rebellious whisper" or "Minimal forms, maximalist spirit."
• •Tell the Story: Weave in elements of Jessica Lea's journey, the Cape Town origin, and the brand's inspirations (David Bowie, Finn Andrews, etc.) where appropriate to add depth and authenticity.
• •Focus on "Feel Good" Empowerment: Emphasize how the jewellery makes the wearer feel – confident, excited, expressive, unique. Use emotive language.
• •Maintain Transparency about Values: Regularly and clearly communicate the commitment to ethical sourcing, local production, and sustainability. This builds trust and resonates with conscious consumers.

Social Perception

Respected within Design Circles, Artisan Appeal, Niche Following, Positive Association with Collaborations

Copy Examples

• •Headline: Minimal Edge. Maximum You. Body: Discover Yellow by Jeslea: Handcrafted sterling silver and brass jewellery, born in Cape Town. For the artful soul with a rock 'n roll heart. Wear your story.
• •Headline: More Than Adornment. It's Art You Live In. Body: Each Yellow by Jeslea piece is designed with heart and handmade in our Woodstock studio. Progressive, timeless, and created to make you feel extraordinary. Ethically sourced, uniquely yours.
• •Headline: Yellow by Jeslea: Where Minimalism Meets Bold Spirit. Body: Inspired by everything from stardust to effortless cool. Our collections are a dance of playful shapes and mature artistry. Find the piece that sparks your excitement.
• •Headline: Consciously Crafted. Uniquely You. Body: At Yellow by Jeslea, sustainability and style go hand-in-hand. Locally made, ethically sourced jewellery that’s as individual as you are. Elevate your everyday with pieces that tell a story.
• •Headline: Join the Yellow Club: Your Backstage Pass to Artful Jewellery. Body: Get insider access to new collections, exclusive discounts, and a peek into Jeslea's creative world. Sign up and connect with the heart behind the handmade.