Brand Tone

Sophisticated elegance, professional yet approachable, emphasizing a legacy of timeless Scandinavian design. Evocative, focusing on beauty and functionality, authenticity, and integrity. On social media, inspirational, highlighting collaborations and artistic process, with empowering and personal campaigns.

Brand Values

• •Timeless Aesthetic Design
• •Quality Craftsmanship
• •Innovative Spirit
• •Scandinavian Heritage
• •Authenticity and Integrity
• •Sustainability

Best Practices

• •Embrace Storytelling: Weave product narratives into all materials for deeper connection.
• •Use Evocative and Sensory Language: Describe feelings and paint pictures of elegance and quality.
• •Maintain a Refined and Elegant Voice: Keep language sophisticated, respectful, and avoid jargon.
• •Highlight Heritage and Craftsmanship: Consistently reference history, Danish roots, and artisan skill.
• •Showcase the 'Why' Behind the Design: Explain functionality and design philosophy for practical and thoughtful items.

Social Perception

Generally positive, recognized as a symbol of luxury and quality craftsmanship, associated with timeless elegance and seen as high-end and aspirational. Mixed reviews on customer service. Some timepieces are viewed as 'fashion watches' in forums. Praised for unique designs, collection stories, and empowering marketing campaigns.

Copy Examples

• •Introducing 'Aurora' – a collection inspired by the ethereal dance of the Northern Lights. Each piece, a testament to over a century of Danish craftsmanship, is designed not just to be worn, but to be lived in. Discover the story of light, captured in sterling silver and brilliant diamonds.
• •Transform your space into a sanctuary of Scandinavian calm. Our new BLOOM BOTANICA vase, with its organic and sculptural form, brings the serenity of nature indoors. More than just a vase, it’s a piece of art.
• •A special thank you for being a part of our journey. As a valued member of the Georg Jensen family, we invite you to an exclusive preview of our upcoming collection. Experience the next chapter of timeless design before anyone else.
• •The PYRAMID cutlery set: A masterclass in Art Deco design. Created in 1927, its clean lines and geometric precision are as modern today as they were then. Elevate your everyday dining to an art form.
• •Since 1904, our philosophy has remained unchanged: to create designs that are both beautiful and useful. From our founder's humble beginnings as a silversmith to a global symbol of Scandinavian luxury, our commitment to artistry and innovation continues to shape every piece we create.