Brand Tone

youthful, personal, aspirational, friendly, approachable, empowering, and informal, using emojis.

Brand Values

• •Authenticity and Personal Connection
• •Durability and Practicality
• •Self-Expression and Customization
• •Youthful and Trendy Aesthetic

Best Practices

• •Always Channel Alexandra's Voice: Maintain the personal, founder-led narrative. Use "I" and "my" in stories and emails to reinforce the connection to Alexandra's journey and inspiration. This is a key differentiator.
• •Highlight Durability with Lifestyle Benefits: Don't just say "stainless steel." Translate it into a real-world benefit: "Swim, sweat, and shower in your jewelry it will not tarnish." This connects the feature to the aspirational lifestyle of the customer.
• •Embrace a Youthful, Casual Tone: Use emojis, informal language, and questions to engage the audience, especially on social media. Keep sentences short and scannable.
• •Focus on Customization and Self-Expression: Consistently push the "Create Your Own" angle. Use copy that empowers and inspires creativity, such as "Be your own jeweler" or "Design a piece that's 100% you."
• •Use Storytelling in Product Naming and Descriptions: Continue naming pieces after evocative locations (Ibiza, Palma) and use descriptive language that transports the customer "the perfect necklace for a sunset stroll," "earrings that feel like a vacation." This adds emotional value beyond the physical product.

Social Perception

The brand is perceived as trendy, authentic, and desirable, with an overwhelmingly positive reception within its own ecosystem, especially on TikTok, where content and products strongly resonate with its target demographic.

Copy Examples

• •Your summer story, told in gold. ✨ Our stainless steel pieces are made for sunny days and ocean dips. Waterproof, life-proof, and always you. #GoiyaJewelry #SummerVibes
• •The Perfect Fit, No Guesswork Required. All our rings are adjustable. Find your forever piece at Goïya.
• •Don't just wear jewelry create it. Hand-pick your chain and select the charms that speak to you. We'll hand-assemble your one-of-a-kind piece with love. What will you create today?
• •From Alexandra, With Love ☀️ Inspired by the southern sun and endless ocean, I created Goïya for girls who live for summer. Each piece is designed to be as durable and beautiful as your favorite memories. Discover the new collection and find something that feels like you.
• •Jewelry That Keeps Up With You. From the beach to a night out, our waterproof stainless steel jewelry is made to last. Shop Goïya for effortless style that never fades.