1. Brand Essence
Capucinne designs jewelry with meaning. Each piece is handcrafted, customizable, and created with ethically sourced stones. Our jewelry celebrates love stories, milestones, and individuality, and it is made to last a lifetime.
2. Core Pillars to Communicate
Artistry and Craftsmanship – Handcrafted details and lifetime quality.
Personalization and Meaning – Made to order so every story feels personal.
Ethical Integrity – Responsible sourcing and transparent practices.
Emotional Connection – Jewelry is a memory made tangible.
Exclusivity and Individuality – Distinctive designs for those who want something truly special.
3. Tone of Voice
| Situation | Desired Tone | Quick Example |
|---|
| Product highlight | Elegant, warm, confident | “Handcrafted for the moment you both say ‘yes’.💍” |
| Educational post | Trustworthy, clear | “Every stone is traced to an ethical source, so you can wear it with pride.” |
| Romantic story | Heartfelt, poetic | “One glance and you will remember the day your journey together began.” |
Essentials
Write in complete sentences that flow naturally.
Use contractions.
Keep language vivid yet simple.
Avoid robotic phrases and corporate jargon.
Limit emojis to one or two per post. Approved options examples: 💍 ✨ ❤️.
4. Approved Messaging
Tagline options
“Made with meaning.”
“A ring as unique as your love.”
Key phrases
“Handcrafted with ethically sourced stones.”
“Designed for your story.”
“Crafted to last a lifetime.”
Avoid
Starting any sentence with “At Capucinne…”.
Overused clichés like “rings symbolize love.”
Technical jargon that feels distant.
5. Story Frameworks
A. Social Caption (Discovery)
Hook: Speak to a milestone.
“She said yes...”
Emotion: Paint a memory.
“…and this opal shimmer will take her back to that moment every single day.”
Proof: Share a pillar.
“Each stone is chosen responsibly and handcrafted by our artisans.”
Call-to-action:
“Explore the collection through our link.”
B. Product Spotlight (Conversion)
Name the piece and its standout detail
Emphasize personalization in one line
Add an ethical proof point
End with a direct CTA and approved emoji
6. Visual Guidance
Photography: Soft natural lighting, focus on texture and stone brilliance.
Colors: Warm neutrals with subtle golds and muted pastels.
Composition: Clean backgrounds that let the piece shine, minimal props.
Logos: Use provided PNG logo only, keep clear space around it.
7. Quick Checklist Before You Publish
☐ Sentence flow sounds natural when read aloud
☐ No semicolons or em dashes
☐ No “At Capucinne” openings
☐ One or two approved emojis max
☐ Ethical sourcing or personalization is mentioned when relevant
