Tono de Marca

artisanal, authentic, and minimalist

Valores de Marca

• •sustainability
• •ethical sourcing
• •craftsmanship

Mejores Prácticas

• •Lead with "Handmade in Sydney": This is the brand's most powerful differentiator. This phrase should feature prominently across the website, in social media bios, and in ad copy to instantly communicate authenticity and craftsmanship.
• •Emphasize Sustainable Materials: Always mention "recycled sterling silver," "recycled solid gold," and "ethical lab-grown stones." This reinforces the brand's core values and appeals to conscious consumers.
• •Use a Storytelling Approach: Describe the process. Use words like "molten," "handcrafted," "shaped," and "polished." This connects customers to the artist and the effort behind each piece, justifying its value beyond just being a product.
• •Maintain a Confident, Understated Tone: Avoid loud, sales-heavy language ("Hurry!", "Massive Sale!"). The copy should be calm, informative, and elegant. Let the quality of the craft speak for itself.
• •Be the Founder's Voice: Write copy from a personal, first-person perspective where appropriate (e.g., "My process," "Why I choose..."). This maintains the authentic, small-studio feel even as the brand grows.

Percepción Social

The brand is perceived as an emerging, high-quality artisan brand, recognized by peers in the Australian fashion industry and noted for its growing and engaged audience on social media.

Ejemplos de Copy

• •Headline: Beyond Metal. Beyond Trend. Sub-headline: Discover handcrafted jewelry, made to order in our Sydney studio from recycled gold and silver. Your story, cast in metal.
• •From recycled silver to refined art. Each piece is melted, shaped, and polished by hand, just for you. This is slow fashion, designed to last a lifetime. #AnnieRofe #HandmadeJewellery #SydneyMade #EthicalFashion #SilverRings
• •Embrace perfect imperfection. Our signature molten ring is cast from 100% recycled sterling silver, capturing a unique, organic form with every piece. No two are exactly alike. Designed and handcrafted in our Sydney studio, this ring isn’t just an accessory—it’s a statement of sustainable artistry.
• •Headline: Wear Your Values. Body: At Annie Rofe, we believe true beauty is ethical and sustainable. That’s why we handcraft every piece from recycled precious metals and lab-grown stones. Find your new heirloom today. Shop the collection.
• •Annie Rofe began in a small Sydney studio in 2019 with a simple idea: to create timeless jewelry with a conscience. We started by experimenting, melting down recycled metals to create our signature molten style. Today, every ring, pendant, and earring is still made to order by our founder, ensuring that your piece is as unique as you are. We are committed to sustainable practices, from our materials to our plastic-free packaging, crafting the future of heirloom jewelry.