Brand Tone

personal, artisanal, and aspirational with a touch of sophisticated approachability.

Brand Values

• •Heritage & Legacy
• •Authenticity & Craftsmanship
• •Self-Expression & Individuality
• •Quality
• •Personal Connection & Storytelling
• •Empowerment
• •Giving Back
• •Versatility & Everyday Luxury

Best Practices

• •Always Weave in the "Why": Connect product descriptions and social media posts back to the core brand story – the legacy, the founder's inspiration, the artisanal nature, or the joy of self-expression. Don't just sell a bracelet; sell a piece of a story.
• •Use "You-Centric" Language that Empowers: Frame copy around the customer's experience and expression (e.g., "your story," "express your style," "curate your look"). This reinforces the value of individuality.
• •Maintain a Balance of Sophistication and Warmth: While highlighting quality materials and prestigious mentions, keep the language inviting and personal. Use words like "artisan," "handcrafted," "celebration," "legacy," alongside clear, friendly calls to action.
• •Visually Align with the Tone: Ensure all imagery (product shots, lifestyle photos) reflects the artisanal, personal, and stylishly versatile nature of the brand. The copy and visuals should tell the same cohesive story.
• •Engage Authentically: When interacting on social media or with customer inquiries, mirror the brand's personal and approachable tone. Share customer stories (with permission) to reinforce the "jewelry you live in" motto and build community.

Social Perception

Artisanal and Unique, Personal and Meaningful, Stylish and Versatile, Quality-Conscious, Trustworthy and Approachable, Ethically Minded (to a degree).

Copy Examples

• •Introducing the Legacy Collection: Each piece handcrafted, a whisper of heritage, designed to become a part of your story. Mix, stack, and let your soul shine. #22Jewelry #ArtisanCrafted #JewelryYouLiveIn
• •More than an accessory, it's a statement. Our men's collection at 22 Jewelry is crafted for the individual, blending timeless gold with the strength of personal expression. Define your style. #22Men #GoldJewelry #ExpressYourself
• •From Coraline's family legacy to your personal collection – 22 Jewelry is about connection. Handcrafted with 14k gold-filled beads and a spirit of giving back. Wear your values. #22Values #HandmadeJewelry #MeaningfulAdornment
• •From beach days to city nights, our pieces are made to journey with you. Delicate, durable, and designed to be lived in. Curate your signature 22 stack and tell your unique story. #22Lifestyle #StackableJewelry #EverydayLuxury
• •Find your sanctuary. Our Evil Eye amulet, handcrafted with intention, offers more than beauty – it’s a whisper of protection and positive energy for your everyday. Carry meaning with you. #22SpiritualJewelry #EvilEyeProtection #HandcraftedWellbeing