Brand Tone

Sophisticated, Artistic, and Sincere

Brand Values

• •Quality
• •Authenticity
• •Inspired Design
• •Sustainability

Best Practices

• •Lead with the 'Why': Always connect the jewelry back to its inspiration. Whether it is architecture, nature, or calligraphy, the story is the soul of the brand. Copy should explain the artistic or emotional concept behind a piece, not just its physical attributes.
• •Use Elevated, Evocative Language: Employ words like "meticulous," "thoughtful," "conceptual," and "heirloom." This reinforces the brand's commitment to craftsmanship and timelessness. The language should be as refined as the jewelry itself.
• •Emphasize Authenticity and Craft: Regularly mention the founder's story, the Italian and German workshops, and the use of traditional techniques. This builds trust and highlights the value of the craftsmanship, justifying the premium positioning.
• •Speak to the Wearer's Intellect and Emotion: Frame the jewelry as a choice for a discerning individual. The copy should appeal to the customer's appreciation for art, design, and self-expression, rather than just aesthetics.
• •Maintain a Clean, Minimalist Visual and Textual Presentation: Just as the jewelry designs are often modern and minimal, the copy should be clear, concise, and uncluttered. Use ample white space in web layouts and keep social media captions focused and impactful. This ensures the medium reflects the message.

Social Perception

Respected, High-Quality, and Culturally Significant

Copy Examples

• •Geometry of an emotion. The Orb Piu Ring, where precious metal and clean lines converge to reflect the beauty of our feelings. A piece not just to be worn, but to be experienced. Discover the art of contemporary heirlooms. #ZaghJewellery #ArtOfAdornment #ModernHeirloom
• •From a software engineer's precision to an artist's touch. Zagh was born from a desire for the unique. Our jewelry merges architectural forms with timeless craftsmanship, designed for those who express their individuality not with trends, but with intention. Explore our collections. [Link to website]
• •Inspired by the fluid beauty of Arabic calligraphy, the State of Mind necklace is a tribute to the power of expression. Each curve and line is meticulously crafted in 18k gold, translating profound ideas into a wearable form. This is more than a necklace; it's a conversation piece, a statement of inner world and outer style.
• •Zagh is where thoughtful design meets generations of craftsmanship. We believe jewelry is a form of expression, a quiet language of metal and stone. Founded in Cairo, with a global perspective on quality, we create distinctive pieces that feel both modern and timeless. Each design has a story, waiting to become part of yours.
• •Subject: Inspired by Nature. Crafted by Hand. | The New Organics Collection is Here. We invite you to explore our latest collection, 'Organics.' Drawing inspiration from the quiet perfection of natural forms, these pieces celebrate the delicate balance between strength and grace. Hand-finished in our Cairo studio and Italian workshops, each design is a testament to our commitment to quality and authenticity. Find your new treasure today.