Brand Positioning
Segment
Premium Wedding Jewellery
Price Range
CHF 20,000 – 25,000
Market
Global, Europe Primary
Model
Remote-first, consultation-led
USP
Personalized, Consulting Led, Gift at Pickup
Logo Guidance
Wordmark: 'Martina Mittelman Jewelry' in Playfair Display Regular, tracked +80, set in Deep Violet (#3D2B56). 'JEWELRY' in Inter 400, 0.8em, tracked +200. On Champagne ground: Deep Violet text. On Deep Violet ground: Champagne or Pearl White text. No icon — the name IS the mark.
Channel Usage
Brand Colour Palette
Primary Colour Hierarchy
Dominant Primary
Deep Violet
#3D2B56
Supporting Primary
Champagne
#D4C5A9
Supporting Primary
Violet Dark
#3D2B56
Colour Usage by Context
Dark / Packaging
Deep Violet + Champagne
Pearl White as body text
Light / Web
Pearl White + Deep Violet
Champagne as warm surface
Typefaces
Display
Playfair Display
Weight: 400 / Italic
Hero headlines, ring names, pull quotes — restraint required
Body
Lora
Weight: 400 / 400i
All body text, consultation scripts, proposals
UI
Inter
Weight: 400 / 500
CTAs, navigation, form labels, pricing tables
| Role | Size | Typeface |
|---|---|---|
| Hero / H1 | 48–64px | Playfair Display Italic |
| Section / H2 | 28–36px | Playfair Display Regular |
| H3 / Ring Name | 20–24px | Lora Regular |
| Body / Script | 15–16px | Lora Regular / Italic |
| UI / CTA | 13–15px | Inter 500 |
| Captions / Labels | 11–12px | Inter 400, tracked |
Brand Voice
TonePrecise, warm, quietly confident — expert friend, not salesperson
LanguageEnglish primary (global), German for DACH market
NeverExclamation marks, urgency language, discounting, overpromising
AlwaysFirst person (Martina speaks), specific over generic, prices stated clearly
Signature"Every ring begins with the wearer."
Copy Examples
First contact reply
"Thank you for reaching out. I'd love to hear more about the moment you have in mind — a short conversation would help me understand what you're looking for before we meet properly."
Follow-up email subject
"Your ring directions — as promised, from Martina"
Instagram caption style
"Six months ago, Leila described a ring to me. This is what we made together."
Price stated clearly
"This direction sits in the CHF 12,000–15,000 range depending on the final stone selection — I'll be precise in the follow-up."
Do Not
Do not use bright colours, neons, or high-saturation palettes — kills the quiet luxury positioning
Do not use stock photography — only original commissioned or Martina's own work
Do not mix Martina Mittelman Jewelry identity with La Gioia Ascona / Oasis La Gioia assets
Do not post in German on non-DACH content — English is the global default
Do not use ALL CAPS for body text — reserved for navigation labels only
Always Do
Photograph rings on clean neutral surfaces — white marble, linen, black velvet.
State prices clearly and without apology. Vagueness kills trust at this price point.
Respond to every enquiry within 4 hours during business hours.
Sign all client communications as 'Martina' — the brand is the person.
Reference specific questionnaire details in every consultation. Generic prep is detectable.
Send the visual follow-up the same day as the consultation — non-negotiable.
Introduce the Ascona overnight stay in the first contact — not at closing.
Competitive Positioning
Martina Mittelman Jewelry competes against urban independent jewellers in Zurich, London, and New York who lack a destination experience. The complimentary Ascona overnight stay is a genuine differentiator no competitor in the CHF 10–20k segment replicates. It must be introduced in the very first contact. For international buyers, frame it as a trip to Switzerland that doubles as a luxury experience — not a logistical option.