Brand Tone

Aspirational yet accessible, blending modern elegance with practical durability. It's encouraging, positive, friendly, and direct, focusing on self-expression and longevity.

Brand Values

• •Durability and Quality
• •Timeless Style
• •Accessibility
• •Empowerment through Self-Expression

Best Practices

• •Always lead with durability and the "waterproof" aspect as the brand's main differentiator.
• •Use empowering language that frames purchase as self-expression and confidence.
• •Maintain an accessible tone, explaining material benefits in simple, relatable terms.
• •Ensure copy always complements visuals, enhancing the feeling conveyed by images and videos.
• •Be transparent and authentic, especially during sales, to build goodwill and ensure a positive brand exit.

Social Perception

Perceived as a small, independent online brand specializing in trendy, durable jewelry. It resonates with a younger demographic interested in stylish, low-maintenance accessories. The brand is seen as modern and in-tune with current trends. The closing-down sale now shifts perception to a final opportunity for discounted products.

Copy Examples

• •Life doesn’t wait for the perfect moment. Your jewelry shouldn't have to either. Our waterproof pieces are designed to be worn, loved, and lived in—through every splash, sprint, and sunbeam. This is your forever jewelry.
• •Meet the new classics. Our pearl collection combines timeless beauty with modern, waterproof craftsmanship. Perfect for the office, a night out, and everything in between. Discover pieces you'll cherish for years to come.
• •Your Story, Your Style. Jewelry is more than an accessory; it’s a piece of you. From bold statements to delicate whispers, find the piece that speaks your language. Explore our collections and express yourself.
• •Stop taking your jewelry off! Ours is made to handle it all. 18K gold plated, 100% waterproof. #waterproofjewelry #goldjewelry #scandistyle
• •A heartfelt thank you for being part of our journey. As we close this chapter, we're offering every last piece of our beloved waterproof jewelry for just 100 SEK. This is your final opportunity to own a piece of Alinas smycken. Find your favorite before it's gone forever.