Brand Tone

Aspirational, Feminine, Trustworthy, Warm, Emotional, and occasionally Playful/Relatable (especially on TikTok)

Brand Values

• •Craftsmanship
• •Authenticity
• •Connection
• •Accessibility

Best Practices

• •Lead with Emotion, Support with Detail: Start captions and descriptions with emotional or aspirational language (e.g., "shine," "dream," "your essence," "magic"). Follow up with concrete product details (e.g., "Silver .925," "natural river pearl," "handmade in Mexico") to build trust.
• •Incorporate the "Soul" Concept: Regularly use the brand's core concept—"alma" (soul)—in different contexts. Phrases like "Jewelry with soul" (#JoyeríaConAlma), "For your soul," or "Listen to your soul" reinforce the brand's unique identity.
• •Maintain a Warm and Personal Voice: Address the audience directly using "tú." Always be approachable and encouraging in comments and private messages. Share behind-the-scenes content to humanize the brand further.
• •Tell Stories, Don't Just Sell Products: Frame jewelry as part of a larger narrative. Focus on the meaning behind a piece, the inspiration for a collection, or the stories of the customers who wear it. Encourage user-generated content to make customers the heroes of the brand story.
• •Adapt the Tone to the Platform: Keep the core brand voice consistent, but adapt its expression for each social media channel. Maintain the elegant and aspirational tone on Instagram, be slightly more community-focused on Facebook, and embrace humor and trends on TikTok to reach different segments of the audience effectively.

Social Perception

Largely positive; customers describe the brand as reliable and trustworthy, highlighting the beauty and quality of the jewelry. It's seen as a dependable choice for individual purchases and for entrepreneurs seeking a wholesale supplier, supported by active and friendly social engagement.

Copy Examples

• •Born from inspiration, crafted by hand. Our new 'Luz' collection has arrived to illuminate your essence. Each piece is a reminder of the unique light you carry within. Discover your new favorite treasure. ✨ #JoyeríaConAlma #HechoAMano
• •More than an accessory, it's a piece of your story. We love seeing how you wear your Alma Mía jewels, turning them into personal amulets. This is the magic of jewelry with soul. Tell us, what does your favorite piece mean to you? ❤️
• •A gift for your soul. This weekend only, receive a complimentary pair of pearl earrings with any purchase over $1,500 MXN. Because you deserve to shine. Shop Now.
• •Want to start your own jewelry business? We found your perfect partner! ✨ At Alma Mía, we offer high-quality, handmade silver jewelry at wholesale prices. We believe in empowering entrepreneurs like you. DM us 'INFO' to get started! #EmprendeConAlmaMia #MayoristaDeJoyas
• •How do you choose your jewelry? At Alma Mía, we believe in the power of intuition. Find the piece that calls to you.