Brand Tone

Empowering, Transparent, Conscious, Modern, Quality-Focused & Rebellious

Brand Values

• •Quality & Durability
• •Sustainability
• •Ethical Sourcing
• •Transparency
• •Accessibility/Democratization of Luxury
• •Empowerment
• •Giving Back
• •Authenticity

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the core characteristics of your tone (e.g., Empowering, Honest, Witty, Sophisticated but Approachable), including do's and don'ts, approved vocabulary, and examples. Share this widely with anyone creating content.
• •Prioritize "Worthy" and "Empowerment": Consistently use language that makes the customer feel valued and strong. Frame jewelry as an investment in oneself and a form of self-expression, rather than just an accessory.
• •Emphasize Transparency and Ethics Authentically: Don’t just state you're ethical; briefly explain how (e.g., "our recycled 14k gold," "diamonds via the Kimberly Process"). Avoid jargon where possible, but be specific enough to build trust. Ensure claims are always verifiable.
• •Maintain a Balance of Aspirational and Relatable: While showcasing the luxury and beauty of fine jewelry, keep the language grounded and relatable to "real life." Avoid overly stuffy or exclusive terminology. Infuse a touch of New York confidence and directness.
• •Train and Review Regularly: Ensure all copywriters and marketing team members are trained on the brand voice. Implement a review process for new copy to catch inconsistencies and provide feedback, ensuring alignment across all platforms, from website to social media captions to customer service emails.

Social Perception

Stylish, sustainable, and ethically made fine jewelry at more attainable price points, modern aesthetic, New York roots and inspiration.

Copy Examples

• •Headline: Real Gold. Real Values. Real You. Body: You shouldn’t have to choose between quality, ethics, and a fair price. At AUrate, we craft timeless fine jewelry from recycled gold and ethically sourced gems, designed to celebrate your story. Shine on, your way.
• •Headline: Invest in Yourself. Consciously. Body: Empowerment looks good on you. So does sustainably made 14k gold that’s built to last a lifetime. Discover fine jewelry that reflects your strength and your standards. Because you deserve nothing less.
• •Headline: The New Gold Standard? You Set It. Body: We’re just here to provide the sparkle. Ethically sourced diamonds, recycled gold, and transparent prices—because luxury shouldn’t have a dark side. Design your signature stack, tell your own story.
• •Headline: Wear Your Values. Beautifully. Body: From our New York studio to your daily life, every AUrate piece is a testament to sustainable practices and impeccable craftsmanship. Fine jewelry that not only looks good but *does* good. Feel the difference.
• •Headline: Ditch the Markups. Keep the Magic. Body: Fine jewelry without the fuss (or the inflated price tag). We bring you heirloom-quality pieces, direct from our artisans, made with integrity. Because the best things in life are golden, and honestly priced.