Brand Tone

Unapologetic, bold, empowering, and culturally proud. The language is direct, often using slang and colloquialisms, balanced with articulate, educational content. It is fiercely confident and aims to empower its community while welcoming allies.

Brand Values

• •Cultural Authenticity
• •Self-Expression
• •Inclusivity and Education
• •Challenging Norms
• •Community Focus

Best Practices

• •Embrace the Unapologetic Voice: Do not dilute the brand's bold and direct tone. Use confident, declarative sentences. Continue using colloquial language that feels authentic to the brand's roots and community.
• •Weave in the "Why": Every piece of copy, from a tweet to a product description, is an opportunity to reinforce the brand's values. Connect products back to the core messages of self-expression, cultural pride, and challenging norms.
• •Educate and Empower: Continue creating content like the "GHETTO UNTIL IT'S FASHION" blog post. This builds authority and a deeper connection with the audience, positioning Amarachi not just as a retailer, but as a cultural commentator.
• •Speak Directly to Your Community: Use inclusive language like "we," "us," and "the gang" to foster a sense of belonging. Acknowledge the shared experiences of your core audience while keeping the door open for allies to learn and participate respectfully.
• •Be Consistent Across All Channels: The bold tone on the website's blog should match the captions on Instagram and the humor in a TikTok video. This creates a cohesive and memorable brand identity that is instantly recognizable to your followers.

Social Perception

The perception of Amarachi is largely shaped by the brand itself, seen as authentic, stylish, and empowering by its target audience. Followers praise the brand for being educational and articulate, identifying it as a trendsetter creating fresh accessories. The brand actively challenges and re-frames a past perception of being "ghetto" into consistently fashionable.

Copy Examples

• •They called it ghetto. We called it culture. From day one, we've been about celebrating YOU. Our nameplates aren't just jewellery; they're your story, your identity, your power. Wear it loud, wear it proud. It's not 'ghetto until it's fashion' —it's always been fashion. #Amarachi #AlwaysFashion
• •Tired of the same look? Amarachi was born to break the mold. We bring you unapologetic, culture-rich pieces that demand attention. From our 18k gold plated hoops to statement rings that do all the talking. This is self-expression without asking for permission. Shop the collection now and get 15% off your first order.
• •For the Culture. For the Confident. For You.
• •It's Here. And It's Everything.
• •Let the jewellery do the talking. The Say Less Ring is for those who enter the room with intention. Crafted with 18k gold plating over a durable base, this piece is made for daily wear and nightly statements. It's not just an accessory; it's an attitude. Pair it with confidence.