Brand Tone

Elegant & Sophisticated, Personal & Sentimental, Empowering, Timeless & Modern, Approachable Luxury, Authentic & Passion-Driven

Brand Values

• •Craftsmanship & Quality
• •Personalization & Individuality
• •Empowerment (especially for women)
• •Timelessness
• •Authenticity & Storytelling
• •Made in USA (Los Angeles)
• •Inclusivity & Representation
• •Accessibility to Luxury

Best Practices

• •Emphasize Timelessness over Trends: Focus on the enduring quality and classic design of the pieces, ensuring copy feels sophisticated and lasting.
• •Highlight Personalization and Storytelling: Use language that invites customers to see the jewelry as an extension of themselves and a way to mark significant moments or express personal values.
• •Maintain an Elegant and Refined Voice: Avoid overly casual slang or overly aggressive sales language. Keep the tone polished, confident, and aspirational yet warm.
• •Subtly Weave in Values: Mention 'handcrafted,' 'sustainably made,' 'female-founded,' or 'Made in LA' where appropriate to reinforce brand identity without being preachy.
• •Showcase with Sophisticated Visuals and Complementary Text: Ensure that the copy complements the high-quality, minimalist aesthetic of the product photography and website design for a cohesive brand experience.

Social Perception

Highly Regarded for Signature Pieces, Associated with Influential Figures, Seen as a Symbol of Empowerment and Personal Expression, Generally Positive Quality Perception for Fine Jewelry, Aspirational yet Connective, Pricier End for Some Consumers

Copy Examples

• •Your story, your initials, exquisitely handcrafted. The BYCHARI Original Spaced Letter Necklace – a timeless whisper of what matters most. Design yours today.
• •Elevate the everyday. Our Sade Hoops in 14k gold are designed for effortless sophistication, handcrafted in Los Angeles to become your signature.
• •Begin your forever with a piece that speaks of timeless love. The BYCHARI Bridal Collection: delicate details, enduring design, for your most cherished moments.
• •Wear your voice. The piece that sparked a conversation, our iconic VOTE necklace is more than jewelry – it's a statement. Handcrafted for empowered women.
• •Beyond adornment, it's a piece of you. At BYCHARI, we handcraft each design in Los Angeles with sustainable practices and a belief in timeless, personal luxury. Discover jewelry that tells your unique story.