Brand Tone

Aspirational yet accessible, blending sophistication with practicality. It is educational, confident, elegant, glamorous, reassuring, and value-driven.

Brand Values

• •Quality and Durability
• •Affordable Luxury
• •Individuality and Self-Expression
• •Customer Trust
• •Health and Wellness

Best Practices

• •Lead with Value, Support with Elegance: Start by highlighting the practical benefits (waterproof, hypoallergenic, durable), then use elegant and aspirational language ("timeless," "glamorous," "charming") to describe the aesthetic.
• •Always Educate: Consistently reinforce the difference between "gold-filled" and "gold-plated." This positions the brand as a trusted expert and justifies the price point and quality claims.
• •Use "Problem/Solution" Framing: Frame common jewelry problems (tarnishing, skin reactions, high cost) and present 18chic's gold-filled pieces as the ideal solution.
• •Emphasize "Effortless Luxury": Connect the high-end feel of the jewelry with its ability to be worn effortlessly every day —in the shower, at the gym, or on a night out. This speaks directly to the brand's blend of practicality and style.
• •Maintain a Reassuring Guarantee: In transactional copy (product pages, checkout), always reiterate the quality guarantee and customer service commitment to build confidence and overcome purchase hesitation.

Social Perception

The social perception of 18chic.ca is largely shaped by the brand itself, with customers and followers viewing it as a source of beautiful, high-quality jewelry and engagement being positive. For the general public, the professional online presence creates a perception of a legitimate, specialized boutique, with no significant negative reviews suggesting customer experiences generally meet expectations.

Copy Examples

• •Timeless elegance isn't a trend, it's a statement. Our Eleanor Link Chain is crafted from 18k gold-filled material, so it's waterproof, hypoallergenic, and designed for your everyday life. Shine on without the worry. #GoldFilledJewelry #EverydayLuxury
• •Real Gold, Unreal Price. Discover durable, waterproof, 18k gold-filled jewelry that's made to last a lifetime. Luxury you can live in.
• •Sensitive skin? You deserve to sparkle too.
• •Tired of jewelry that tarnishes after a few wears? At 18chic, we specialize in high-quality 14k and 18k gold-filled pieces that offer the look and longevity of solid gold at a price you'll love. Shop our Toronto-based boutique today for free shipping over $100!
• •Proof that gold-filled just hits different. ✨ #WaterproofJewelry #TarnishFree #18chic