Brand Tone

Aspirational yet Accessible, Personal and Authentic, Empowering and Confident, Stylish and Trendy, Appreciative and Community-Focused

Brand Values

• •Accessibility: Offering luxury-inspired designs at attainable prices without compromising quality.
• •Resilience and Transformation: Symbolized by the brand name and founder's story – finding beauty and purpose from adversity.
• •Quality and Craftsmanship: Dedication to creating durable, well-made jewelry.
• •Self-Expression and Confidence: Jewelry as a means to express identity and boost confidence.
• •Inclusivity: Aiming to make jewelry for everyone, for every occasion.
• •Transparency: Open communication with customers, as seen in FAQs and blog posts.

Best Practices

• •Embrace the Founder's Voice: Continue to leverage Ashley Newman's personal story and authentic voice. This makes the brand relatable and builds trust. Copy should feel like it's coming from a passionate individual, not a faceless corporation.
• •Highlight the "Why": Always connect back to the core values of resilience, accessible luxury, and self-expression. The meaning behind "BEN ONI" is powerful and should be subtly woven into narratives.
• •Speak to Your "Muses": Use language that is empowering, inclusive, and understanding of a desire for style and quality on a budget. Acknowledge their multifaceted lives and desire for versatile pieces.
• •Balance Aspiration with Accessibility: Use descriptive language that evokes a sense of luxury and quality, but always reinforce the attainable price point and practicality (e.g., tarnish-resistant, waterproof).
• •Maintain Transparency and Authenticity: In product descriptions, care instructions, and customer interactions, be honest and open (e.g., about being a growing small business). This aligns with the established trust and personal connection.

Social Perception

Positive for Quality and Design, Seen as a Minimalist and Stylish Brand, Recognized as an Emerging Black-Owned Business, Associated with Accessibility and Value, Empathetic and Relatable Founder Story

Copy Examples

• •Headline: BEN ONI: Your Everyday Armor. Shine from Within. Body: Inspired by resilience, crafted for you. Discover jewelry that tells your story of strength and style, blending urban edge with timeless elegance. Because luxury isn't about price, it's about how you feel. #BenOniStory #AffordableLuxury
• •Headline: From Harlem Hustle to Upper East Shine. BEN ONI is You. Body: I'm Ashley, and I created BEN ONI to bring two worlds together – the bold spirit of my youth and the refined luxury I came to adore. These pieces are for every version of you. Real. Radiant. Resilient. #MyBenOni #JewelryForEveryYou
• •Headline: Meet Your Muses. Feel the Glow. Body: At BEN ONI, you are our inspiration. We design each piece to celebrate your unique journey, your multifaceted style. Durable, beautiful, and accessibly priced – so you can build your collection and express every mood. #BenOniMuses #StyleYourStory
• •Headline: The BEN ONI Promise: Beauty Born from Strength. Body: "Ben Oni" means 'son of my sorrow,' a reminder that even from challenges, something beautiful can arise. Our jewelry is more than an accessory; it's a symbol of your power to transform. Wear it and remember your radiance. #PurposeAndPassion #BenOniJewelry
• •Headline: Don't Just Dream of Luxury. Wear It. Body: Get the high-end look without the high-end price tag. BEN ONI offers meticulously crafted, tarnish-resistant pieces designed for your daily life, from the office to a night out. Elevate your everyday. #AccessibleElegance #BenOniDaily