Brand Tone

personable, aspirational, and appreciative.

Brand Values

• •Family and Community
• •Quality and Affordability
• •Customer Empowerment
• •Accessibility

Best Practices

• •Lead with the Personal Story: Always infuse the family-owned narrative into your communication. Phrases like "From our family to you" or "As a small, mom-owned business" reinforce the brand's core identity.
• •Focus on "Feeling," Not Just "Looking": Use empowering and aspirational language. Instead of just describing the product, describe the feeling it evokes—confidence, elegance, and beauty.
• •Express Gratitude: Regularly thank your customers. This can be done in email campaigns, social media captions, and even on packaging slips. It reinforces the appreciative tone and builds customer loyalty.
• •Use Customer Language: Incorporate positive phrases from customer reviews into your marketing copy. Words like "elegant," "stunning," and "great quality" are powerful because they are authentic testimonials.
• •Maintain a Consistent Visual Identity: Ensure that the elegant and high-quality feel of the jewelry is reflected in the photography and design across all platforms. Clean, bright, and well-styled images will reinforce the brand's value proposition.

Social Perception

The social perception of Aurum Jewelry & Accessories is overwhelmingly positive. Customer testimonials frequently describe the jewelry as "beautiful," "elegant," "stunning," and of "great quality." Customers express satisfaction with the fast delivery and the authentic appearance of the products. The brand is perceived as providing trendy, long-lasting, and affordable 18K gold jewelry. On social media platforms like TikTok, the brand engages with its audience by showcasing products for various occasions like prom, graduation, and Eid, indicating a connection with a youthful and event-conscious demographic. The use of hashtags like #fyp, #outfitinspo, and #cutefinds suggests an effort to align with current trends and a younger audience.

Copy Examples

• •Your New Everyday Essential. Elevate your look with our ‘Eliana’ clover charm necklace. Delicately crafted and 18k gold-plated, it's the perfect touch of elegance you’ve been searching for. Because you deserve to feel stunning, every single day. #AurumJewelry #GoldPlated #EverydayElegance
• •The Perfect Gift is Just a Click Away. Searching for something special? Our Lilah Sparkle butterfly bracelet is more than just jewelry; it’s a way to show you care. From our family to yours, give a gift that’s crafted with love and made to last. Shop now and enjoy free shipping on orders over $50.
• •Outfit complete ✅ Stacking up the style with our tarnish-free favorites! ✨ Which combo is your vibe? Let us know in the comments! #JewelryStack #ArmCandy #WaterproofJewelry #AurumStyle
• •From Our Family to Your Jewelry Box. Aurum Jewelry & Accessories started with a simple dream: to create beautiful, high-quality jewelry that doesn’t break the bank. As a family-run business from Toronto, every piece we design is filled with passion and dedication. Your support helps our small business thrive, and for that, we are endlessly grateful.
• •A Little Something Just For You ✨ We’ve noticed you have great taste! As a thank you for your continued support, here’s an exclusive 15% off your next purchase. We hope our pieces continue to make you feel as beautiful as you are. Thank you for being a part of the Aurum family.