Brand Tone

Artisanal, Passionate, and Personal

Brand Values

• •Artisanal Craftsmanship
• •Meaningful Connection
• •Collaboration
• •Passion and Zeal
• •Community Engagement

Best Practices

• •Lead with Passion: Always use language that reflects enthusiasm, dedication, and a deep love for the craft. Words like "passion," "create," "inspire," and "meaningful" should be staples.
• •Emphasize "Togetherness": Frame the custom design process as a collaborative partnership. Use inclusive language like "we," "together," and "let's create" to make clients feel like they are part of the journey.
• •Tell the Story Behind the Piece: Whether it’s the natural inspiration, the specific materials used, or the collaborative journey with a client, sharing the story adds depth and reinforces the value of handmade craftsmanship.
• •Balance Artistry with Accessibility: While the tone is artistic, it should also be warm and inviting. Avoid overly technical jargon and ensure the language makes everyone feel welcome to explore the collections or start a custom project.
• •Maintain a Personal Touch: As the brand is inextricably linked to Nicole Horlor, continuing to write from her perspective (using "I" and "my") will maintain the authentic, personal connection that defines the brand.

Social Perception

Perceived as a high-quality, reputable, and artistic jeweler, an extension of Nicole Horlor herself—talented, compassionate, and dedicated. Clients appreciate the collaborative design process and the beautiful, meaningful jewelry. The brand holds significant credibility and is respected in the Canadian artisan jewelry scene due to its long history, gallery presence, and awards.

Copy Examples

• •It begins with your story. A whisper of an idea, a shared dream. Together, we forge that narrative in gold and diamonds, creating a symbol not just of love, but of your unique journey. Let's create a ring that is as meaningful as the commitment it represents.
• •Inspired by the quiet strength of nature, our new collection is a testament to organic beauty. Each piece is handcrafted with zeal, ready to become a part of your everyday story. Discover the collection and find the piece that speaks to you.
• •Your vision, our hands. At ZEALmetal, we believe in the synergy of collaboration. Let's sit down together and transform your ideas into a tangible, wearable piece of art that is exclusively yours.
• •Give a gift that holds more than beauty—give a piece of art forged with passion. From everyday staples to statement pieces, every ZEALmetal creation is a handmade treasure, a perfect gift for yourself or a loved one.
• •From a simple sketch to a polished treasure. The journey of a ZEALmetal piece is one of patience, precision, and passion. We believe in the beauty of handmade, and it's an honor to share that process with you.