Brand Tone

Approachable and Friendly, Aspirational and Stylish, Empowering and Inclusive, Playful and Youthful, Community-Oriented

Brand Values

• •Empowerment
• •Community
• •Innovation
• •Inclusivity
• •Integrity & Transparency
• •Sustainability

Best Practices

• •Embrace Empowerment and Inclusivity: Use language that makes everyone feel welcome and celebrated. Focus on self-expression, confidence, and individuality. Avoid jargon or exclusionary terms.
• •Stay Approachable and Conversational: Write as if you're talking to a stylish, trusted friend. Use "you" and "we" to foster connection. Incorporate questions and calls to engagement, especially on social media. A touch of playfulness is good, especially for younger audiences on platforms like TikTok.
• •Highlight Community and Connection: Share customer stories (with permission), spotlight team members, and talk about your brand's involvement in community initiatives and charitable causes. Emphasize the "A&M Fam" or "Team A&M."
• •Infuse Aspiration with Relatability: While showcasing beautiful, styled jewellery, also provide practical styling tips and show how pieces fit into everyday life. Mix aspirational imagery with relatable content.
• •Be Authentic and Transparent: Share the brand's journey, including its values and commitment to areas like sustainability. If addressing challenges or feedback, do so with honesty and a commitment to improvement. This builds trust and reinforces integrity.

Social Perception

Trendy, modern, and desirable brand offering good quality, stylish jewellery at accessible price points. Community-focused and Experiential.

Copy Examples

• •✨ Sparkle your way. ✨ Our new 'City Lights' collection just dropped, designed to make you shine from your desk to dinner. Which piece is calling your name? Tag a friend who needs a little extra glimmer! #AstridandMiyu #MyAMStack #NewCollection #JewelleryLover
• •Your ears, your story. ✨ Ready to curate that dream ear stack? Our expert piercers are here to make it happen. Book your appointment today and let’s create some magic together! #AstridandMiyuPiercing #EarStackGoals #EmpowerYourStyle
• •Hey Beautiful! A little treat just for our A&M fam...Because you deserve to sparkle! ✨ For a limited time, enjoy [discount/offer] on your favourite stacking pieces. It's time to treat yourself or someone special. Let's grow your collection together! #AstridandMiyuCommunity
• •BTS vibe check! ✌️ Watch our A&M stylist, [Name], create the ultimate layered necklace look for every day. So effortless, so you! 😉 What are your go-to stacking tricks? Share below! #AstridandMiyu #StackingJewellery #HowToStyle #LondonVibes
• •More than just jewellery, we're a movement. 💖 Founded to empower and inspire, Astrid & Miyu is all about celebrating your unique style and the stories you tell. Join our community and discover pieces designed with passion, innovation, and a little bit of London magic. Learn more about our journey and values: [Link to About Us/Impact Report] #AstridandMiyu #FemaleFounded #CommunityLove #Empowerment