Brand Tone

elegant, sophisticated, and artistic; refined and professional, speaking to discerning customers who appreciate quality and timeless design, while avoiding overly casual or humorous language.

Brand Values

• •Timeless Scandinavian Design
• •Quality Craftsmanship
• •Authenticity and Integrity
• •Nature-Inspired Aesthetics
• •Sustainability

Best Practices

• •Emphasize Heritage and Storytelling: Consistently weave the brand's rich history and the stories behind its iconic designs into your copy. This reinforces the value and authenticity of the products.
• •Use Refined and Evocative Language: Choose words that convey elegance, artistry, and quality. Use descriptive language that appeals to the senses and highlights the beauty of the materials and craftsmanship.
• •Maintain Visual and Textual Consistency: Ensure that the tone of the copy is always in harmony with the brand's clean, elegant, and minimalist visual identity across all platforms.
• •Focus on "Investment" Over "Purchase": Frame the products as timeless investments that will be cherished for years to come, rather than as simple transactional purchases.
• •Let the Design Speak: While the copy is important, it should complement, not overshadow, the product. Keep it concise and allow the beauty of the design to take center stage.

Social Perception

Georg Jensen is widely perceived as a luxury brand offering high-quality, beautifully designed products. It is seen as a top-tier choice for those seeking classic and sophisticated jewelry and home goods, with a prestigious image due to its long history and association with Danish design. While generally positive, some negative customer service experiences occasionally tarnish its pristine reputation.

Copy Examples

• •Introducing 'Aurora' — a collection where light and form converge. Each piece is meticulously crafted in our Copenhagen workshop, capturing the ethereal beauty of the dawn in 18-karat recycled gold. A timeless expression of Scandinavian elegance for the modern woman.
• •Elevate your living space with the 'Koppel' vase. Its iconic, fluid lines are a testament to Henning Koppel's design genius. More than an object, it's a piece of history, designed to bring a touch of sculptural beauty to your home, with or without flowers.
• •From the initial sketch to the final polish, every Georg Jensen creation is a labor of love. Our master silversmiths, with decades of experience, bring to life designs that are meant to be cherished for generations. #GeorgJensen #Craftsmanship #TimelessDesign
• •Since 1904, our philosophy has remained unchanged: to create designs that are both beautiful and functional. Georg Jensen's vision was to democratize design, and today, we continue to honor that legacy by creating pieces that bring joy and elegance into everyday life.
• •The 'Koppel' watch: A masterpiece of minimalist design. With its clean dial and understated elegance, it's more than a timepiece—it's a statement of refined taste. Discover the perfect fusion of functionality and timeless Danish design.