- About the Brand
Alder Fine Jewellery creates modern heirlooms: fine jewellery with meaning, crafted in 18k gold, natural diamonds, and precious gemstones. Founded by sisters Mikela and Shani Alder, our brand blends sculptural, considered design with emotional storytelling. Each piece is intentional, personal, and made to be worn every day, marking milestones, celebrating love, and becoming part of life’s moments.
Brand Voice & Messaging
- Please reflect Alder’s tone: emotive, refined, warm, and thoughtful.
- Position Alder as a brand rooted in sentiment, craftsmanship, and timelessness. We are not trend or hype.
- Storytelling should highlight connection, memory, and meaning, rather than generic luxury or sparkle.
Imagery & Content Standards
- Use high-resolution, editorial-style imagery provided by Alder or from our approved press kit.
- Photography should feel natural, intimate, and elevated. Avoid overly filtered, cluttered, or discount-style visuals.
- When styling, reflect the way our jewellery is designed to be worn: layered, lived-in, and deeply personal.
Jewellery Care & Wearability
- Content should reflect Alder’s belief that jewellery is meant to be worn daily and cherished forever, not saved only for special occasions.
- Educational or care-related content must support this value of longevity and emotional durability.
Product Representation
- Use correct product names and descriptions. No renaming or mislabeling.
- All links must direct to the official Alder Fine Jewellery website.
- Do not alter our storytelling, messaging, or brand heritage without prior approval.
Promotions & Discounts
- Alder does not permit coupon sites or discount-centric promotions.
- No use of flash sales, codes, or limited-time offers without written approval.
- Avoid messaging that frames Alder as a “deal” or “bargain” brand.
Audience Fit & Placement
- Ideal placements: luxury lifestyle, bridal, fashion, gifting, or meaningful storytelling platforms.
- Not a fit: fast fashion, bargain marketplaces, or affiliate coupon aggregators.
- We value selective partnerships that reflect our level of craftsmanship and brand integrity.
Gifting & Occasion Messaging
- When speaking to gifting, please position Alder as a symbol of deep connection, love, and life milestones, whether romantic, familial, or personal.
- Encourage storytelling around birthdays, weddings, motherhood, anniversaries, or self-gifting.
- Gifting content should feel intentional and emotionally resonant.
Press Mentions
- Affiliates may reference approved press features (e.g., Vogue, Harper’s Bazaar).
- Please do not create your own PR-style announcements or claims without brand review.
Contact & Approvals
For questions, approvals, or access to media kits, please contact:
mikela@alderfinejewellery.com
We’re excited to partner with you to share Alder’s story.
