Brand Tone

Warm & Inviting, Meaningful & Story-driven, Descriptive & Informative

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Customer-Centricity
• •Self-Expression & Empowerment
• •Cultural Fusion/Storytelling
• •Responsibility

Best Practices

• •Consistently weave the narrative of cultural fusion, craftsmanship, and personal meaning into product descriptions, social media posts, and "About Us" sections.
• •Inform customers about the high-quality materials (like 18k gold plating, sterling silver, natural gemstones, recycled materials) and craftsmanship without being overly technical, focusing on the beauty and longevity they bring.
• •Emphasize the 'affordable luxury' aspect by showcasing the value proposition – high-quality materials and unique designs at accessible prices.
• •Create engaging visual content showcasing the jewelry's aesthetic appeal and how it can be styled for various occasions, reflecting both Eastern and Western influences.
• •Highlight the brand's commitment to sustainability and ethical sourcing through storytelling, emphasizing the use of certified recycled materials and nickel-free components.

Social Perception

Layumi Jewelry aims to be perceived as a brand offering affordable luxury with a focus on quality craftsmanship, timeless design, and exceptional customer service. The brand emphasizes self-expression and empowerment through jewelry that tells a story, blending Eastern and Western design philosophies with a commitment to responsibility by using responsibly sourced and certified recycled materials.

Copy Examples

• •"Our Story: Jenna from Hong Kong and Étienne from France, two designers with a shared passion for blending Eastern and Western aesthetics, create jewelry that tells a story and empowers the wearer."
• •"Discover the French Retro Collection: Inspired by Parisian vintage finds, these pieces are crafted with 18k gold plating and natural gemstones, designed to add a touch of timeless elegance to your everyday style."
• •"The Chinese Style Collection: A fusion of traditional motifs and modern design, these pieces celebrate cultural heritage with sterling silver and delicate freshwater pearls."
• •"Responsibly Sourced: We are committed to sustainability, using certified recycled materials and ensuring our jewelry is nickel-free and hypoallergenic, safe for even the most sensitive skin."
• •"Exceptional Customer Service: We believe in creating lasting relationships with our customers. Our dedicated team is here to assist you with any questions or concerns."