Brand Tone

Aspirational yet Accessible. It is sophisticated, encouraging customers to "shine brighter," but also practical and grounded. The language is positive, educational, and empowering, focusing on beauty, value, and ethical benefits.

Brand Values

• •Sustainability & Ethical Sourcing
• •Affordable Luxury
• •Transparency
• •Quality & Durability
• •Empowerment

Best Practices

• •Always connect the product back to the core values of affordability, sustainability, and ethical choice. Use phrases like "conscious luxury," "smart sparkle," and "ethically brilliant."
• •Frame the choice of moissanite not as a compromise, but as a smart, modern decision. Use words like "discover," "redefine," "choose," and "empower."
• •Consistently explain the "why" behind moissanite—its origins, benefits, and durability. This builds trust and positions the brand as a transparent expert.
• •Ensure the clean, elegant, and bright aesthetic of the photography is matched by copy that is equally clear, positive, and refined. The tone should feel as luminous as the products look.
• •Develop an internal list of on-brand words (e.g., brilliance, fire, sparkle, sustainable, ethical, smart, accessible, redefine) and off-brand words (e.g., cheap, fake, imitation, discount) to ensure everyone writing copy for the brand stays consistent.

Social Perception

Primarily shaped by the brand's own content, Amaral Jewelry is perceived as a modern, aesthetically pleasing online jeweler specializing in a diamond alternative. It presents itself as an ethical alternative to mined diamonds, a smart and value-driven choice for luxury goods, and focuses on modern, elegant designs. Limited external reviews suggest the brand may be relatively new or has a smaller customer base.

Copy Examples

• •The Smartest Sparkle. Why choose between brilliance and conscience? Our lab-created moissanite gives you breathtaking fire and a clear conscience. Shine on, knowing your jewelry is as ethical as it is elegant. #AmaralJewelry #Moissanite #SustainableLuxury #AffordableElegance
• •Your Forever Starts Smarter. You don't need to break the bank to get the ring of your dreams. Discover our collection of moissanite engagement rings—offering more sparkle and fire than a diamond, at a fraction of the cost. Ethically crafted for a love that lasts a lifetime. #EthicalEngagement #MoissaniteRing #SheSaidYes #Amaral
• •Redefining Radiance. Discover the unmatched brilliance of moissanite. Ethically sourced, exquisitely designed, and accessibly priced. Button: Shop The Collection
• •Psst... Your Jewelry Can Shine Brighter (and More Ethically). Forget what you thought you knew about luxury. At Amaral, we believe in stunning jewelry that doesn’t compromise on values or value.
• •Everyday Brilliance - Moissanite Stud Earrings. The perfect finishing touch, redefined. These classic studs feature our signature moissanite gemstones, lab-grown for exceptional sparkle and a clear conscience. With a durability second only to diamonds, they are designed for your daily life, from the office to a night out. Experience affordable luxury you can feel good about wearing.