The Voice Guide — The Jewellery Room

0A point of view, not a place

1Be the room designers choose

2Show the hand, not the algorithm

3Prove it before you claim it

4The threshold matters most

5Mobile discovers, desktop decides

6Restraint in guidance, not inventory

7Write like an editor, not a retailer

Banned - never use

Approved - use this instead

Editorial addition - consistent with the principles

Source principle

Navigation and sorting labels

Banned	Use instead	Source
Bestsellers	Editor's selectionAlways the first/default sort on every category page. Never an algorithm.	Principle 6
Trending	What we're wearing now — or named: "Selected by Pernille"Any framing must show a human decision, never a platform signal.	Principle 2
New Arrivals	What just came in	Principle 7
Sale	An introductionFirst-purchase 10% only. Never a recurring layer. Never a permanent nav item.	Principles 6, 7
Engagement Rings (mega-category)	Reached through an editorial path onlyNot a top-level navigation entry. Signals mass market on arrival.	Principle 4
All [category] — as a default viewe.g. "All 1,133 hoops" as a homepage entry	Reachable, but only through an editorial pathNever an undifferentiated wall. Category pages open with an intro first.	Principle 6
Price: low to high (as default sort)	Editor's selection (always first)Price sorts are secondary options only, never the default.	Principle 6
Shop All / All Productsadded	Not used as a primary entry pointA warehouse floor entry point contradicts the guided-walk principle.	Principle 6
Collectionsadded	Edits — or named by theme: "The Summer Edit," "What Charlotte wore in Paris""Collections" is neutral marketplace language. "Edits" implies curation and judgment.	Principles 2, 7

Product page widgets and recommendation patterns

Banned	Use instead	Source
Frequently bought together	Remove entirely. Curator's note on every product instead.2-3 sentences, in a real voice. This replaces all algorithmic cross-selling.	Principle 2
Customers also viewed / People also liked	Named editorial recommendation onlye.g. "Pernille also loves" or "From the same edit" — never algorithm-driven.	Principle 2
12 people are viewing this	Remove entirely. No urgency widgets of any kind.	Principle 6
Only 2 left in stock!	Remove entirelyAbundance handled with calm, not pressure. If stock is relevant, mention it plainly in logistics.	Principle 6
Countdown timer / Urgency clock	Remove entirely	Principle 6
Add to Bag (as primary CTA on mobile)	Save to The Room (primary) — Add to Bag (secondary)Mobile is discovery, not conversion. The save action reflects that intent.	Principle 5
Add to Wishlist	Save to The RoomProprietary language tied to the Room concept. Not a generic marketplace feature.	Principle 5
You might also likeadded	Remove or replace with named human curation onlySame logic as "Customers also viewed." Algorithmic phrasing breaks the curation promise.	Principle 2
Quick Buy / Quick Addadded	Remove from grid viewsOptimises for transaction speed. TJR optimises for consideration. The piece deserves its own page.	Principles 4, 6
Free shipping on orders over [amount]added	State shipping plainly in logistics accordionsProgress-bar shipping incentives are urgency mechanics. Logistics collapse below the editorial content.	Principle 4

Homepage and first-impression surfaces

Banned	Use instead	Source
Product tiles above the fold	Brand promise + founders + showroom above the foldNine product tiles on arrival signals mass market. The threshold is the point.	Principle 4
Promotional hero / discount hero banner	Threshold statement: what the Room is, in plain language, then a way in	Principle 4
Bestsellers (homepage section)	A named edit with a reason: "What Charlotte wore this month"	Principles 2, 6
Newsletter pop-up on arrivaladded	Remove. Introduce via The Edit, not a pop-up.Pop-ups are explicitly banned (Principle 6). The first impression is the brand, not a capture mechanic.	Principle 6
Cookie/consent pop-up styled as a brand momentadded	Plain, minimal, legally compliant. Not a brand surface.Restrained handling of mandatory UI reflects the same principle as everywhere else.	Principle 0

Copywriting vocabulary — banned words

Replace each with something specific to the piece or designer

Banned word or phrase	Use instead	Source
Curated / carefully selected / expertly curated	Say who chose it and why. Evidence must follow immediately."Carefully selected" with no proof is an empty adjective.	Principles 3, 7
Handpicked / lovingly chosen	Named framing with a reasone.g. "Charlotte chose this after meeting Nina at Inhorgenta, Munich."	Principle 7
Timeless	Something specific: the material, the form, the story behind it	Principle 7
Elegant	Something specific to the piece	Principle 7
Exquisite	Something specific to the piece	Principle 7
Stunning	Something specific to the piece	Principle 7
Must-have	Something specific to the piece	Principle 7
Iconic	Something specific to the piece or designer	Principle 7
Statement (as in "statement piece")	Something specific to the piece	Principle 7
Discover / Explore / Experience	Active, direct: "See," "Read," "Find" — or no verb at all	Principle 7
Luxuryadded	Never used as self-descriptionRestraint is the luxury signal. The word itself is the opposite of restraint. Let the product and voice do the work.	Principle 0
Exclusive / limited editionadded	State the fact plainly if true: "Made in a run of 12" or "Nina's only stockist in Scandinavia"Scarcity language is an urgency mechanic. Plain facts are more credible.	Principles 3, 6
Perfect giftadded	Name the occasion or the person plainly, or let the editorial do itGift-guide language is retail shorthand. The Room gives considered reasons, not category labels.	Principle 7
Investment pieceadded	Say what makes it worth keepingFinancial framing is a mass-market justification device. TJR trusts the work to speak.	Principles 0, 7

Trust signals and credentials

Banned	Use instead	Source
Brand story language for founder credentials"Two sisters with a passion for..."	CV-style: specific titles, institutions, datesCharlotte's editorial titles still to confirm. Credentials read like a CV, not a brand narrative.	Principle 3
"Carefully selected" without evidence	Publish the Room Standard + name a rejection rateCheckable signals only. "We declined 78% of applications this year" beats any adjective.	Principle 3
Trust badges as decorationGeneric "Secure checkout" / "Trusted by thousands" banners	Persistent trust block: Bredgade 35 with map, founders named, phone answered by a humanReal-world proof, not badges. Physical address and a real phone number.	Principle 3
Reviews / star ratingsadded	Not the primary trust signalRatings are a marketplace convention. TJR's trust is built by the curator's note, the Room Standard, and the named founders. If reviews are used, they are editorial, not aggregated stars.	Principles 2, 3
"As seen in" press logos as a banneradded	Name the coverage in context, editoriallyA row of logo marks is a credibility shortcut. The Room earns trust through its own voice.	Principle 3

Mobile experience and notifications

Banned	Use instead	Source
Promotional push notifications"20% off today only!" / "Don't miss out!"	Personal, not promotional"Pernille added three pieces to The Edit." Notifications are about the Room, not urgency.	Principle 5
Grid layout on mobile (default)	Vertical, edge-to-edge, one piece per screenMagazine-style. Full-bleed worn photography. Curator's note as headline, price small.	Principle 5
App install banner on mobile webadded	RemoveAn install prompt is an interruption. The mobile experience must earn engagement on its own terms.	Principle 4

Content naming and editorial conventions

Banned	Use instead	Source
Blog	The EditTreated as a publication: issues, a named editor, recurring columns, strong opinions.	Principle 7
Collections (as a content label)	Edits — named by theme or person"The Summer Edit." "What Charlotte wore." Never a neutral catalogue term.	Principles 2, 7
Product description (as a label or concept)	Written, with an opinionSpecifications collapse below. The writing leads. Not a spec sheet.	Principle 7
Featured / Spotlight (algorithmic framing)	Named by the person who chose it"Selected by Charlotte" / "What we're thinking about this week"	Principle 2
Meet the designer (generic template label)	A real profile: magazine-feature formatWhere they trained, what they're known for, what we saw in them, how we found them.	Principle 1
Gift Guideadded	A named edit for an occasion: "What we'd give someone who already has everything""Gift guide" is a retail content category. TJR's version has a named editor and a point of view.	Principles 2, 7
Lookbookadded	An issue of The Edit, with worn photography and a named editor"Lookbook" is visual catalogue language. An issue has a point of view.	Principles 5, 7

Customer account and CRM language

Additions — not in the document but consistent with the principles

Banned	Use instead	Source
Loyalty Points / Rewardsadded	RemovePoints programmes are mass-market retention mechanics. TJR's loyalty is earned by the experience, not gamified.	Principle 0
We miss you! (re-engagement email subject)added	An editorial reason to return: "What just came in" or "Pernille's new edit"Emotional manipulation language. The Room earns the return visit, not prompts it.	Principle 7
Your cart is waiting! / You left something behindadded	Remove, or send a considered note about the pieceAbandoned cart prompts are pressure mechanics. If anything, note the piece editorially, not transactionally.	Principles 6, 7
Order Confirmation (email subject)added	Named, personal: "Your piece from [designer] is on its way"Transactional language misses the brand moment. Every customer touchpoint is an editorial surface.	Principle 4
My Accountadded	Your RoomConsistent with "Save to The Room," "Compare in your Room." The account is the Room, not an admin panel.	Principle 5
Wishlistadded	Your Room / The RoomAlready established in Principle 5. A Wishlist is a generic e-commerce feature. "Your Room" is proprietary.	Principle 5