Brand Tone

Elegant, Approachable, and Sincere

Brand Values

• •Timeless Quality
• •Understated Elegance
• •Accessible Luxury
• •Customer Connection

Best Practices

• •Use an "Elegant but Approachable" Lexicon: Create a list of on-brand words (e.g., "shimmer," "delicate," "timeless," "crafted," "essential") and off-brand words (e.g., "cheap," "bling," "funky," "crazy deal"). Use this to guide all copywriting.
• •Focus on "The Feeling," Not Just the Feature: Instead of just saying "1-inch hoop," say "The perfect size for a subtle statement." Describe how the jewelry will make the customer feel —elegant, confident, put-together.
• •Maintain a Sincere & Appreciative Voice: When responding to comments or reviews, always be warm, personal, and grateful. Use phrases like "So happy you love it!" or "That looks beautiful on you!" This reinforces the brand's customer-centric value.
• •Tell the Story of Longevity: Consistently weave the value of "demi-fine" quality into the narrative. Use phrases like "made to be lived in," "your timeless companion," or "say goodbye to tarnish" to differentiate from fast-fashion jewelry.
• •Let the Visuals and Copy Work Together: Ensure the copy always matches the clean, bright, and minimalist visual identity. A simple, elegant photo should be paired with concise, refined text. Avoid cluttered graphics and long, dense paragraphs. The copy should complement the image, not compete with it.

Social Perception

The public perceives Aubrey Gems as a reliable and aesthetically pleasing source for minimalist, everyday jewelry. Customers trust the brand's claims about quality and material. It is seen as a go-to for gifts or personal treats that feel special without being extravagantly expensive. The brand is associated with femininity, elegance, and modern style. The perception is not one of a large, impersonal corporation, but of a smaller, dedicated brand that cares about its products and customers.

Copy Examples

• •Meet the Celeste Necklace. ✨ A touch of celestial shimmer for your everyday. Crafted in 14k gold-filled, she's designed to be lived in, loved, and layered. How would you style yours? #aubreygems #goldjewelry #necklacelayering
• •The Essential Hoop Earrings are the definition of timeless elegance. Cast in hypoallergenic sterling silver and polished to a brilliant shine, their lightweight design offers effortless comfort from morning coffee to evening cocktails. A classic silhouette that complements any look, making them the most versatile piece in your collection.
• •Subject: A Little Sparkle For Your Week...
• •Tired of jewelry that tarnishes after a few wears? You deserve better. At Aubrey Gems, we create beautiful, minimalist jewelry in 14k gold-filled and sterling silver that's made to last. Discover your new everyday favorites. Shop our collection now for free shipping on orders over $75.
• •Poll Question: Which stack is your favorite? Option 1: Dainty & Delicate Option 2: Bold & Beautiful