Brand Tone

Empowering and Aspirational. This is communicated through messages that encourage self-expression, confidence, and connection with one's inner self. It is also Personal and Authentic, especially in content shared by the founder, where she discusses her journey and the meaning behind the collections. A secondary tone is Elegant and Sophisticated, reflected in the clean aesthetics of the website, professional photography, and the description of the jewelry as suitable for elevating any look.

Brand Values

• •Self-Expression and Empowerment
• •Meaningful Connection
• •Quality and Craftsmanship
• •Resilience and Authenticity
• •Supporting National Entrepreneurs

Best Practices

• •Lead with Emotion, Support with Detail: Start captions and descriptions with the feeling or story behind the piece (empowerment, love, resilience). Then, follow up with the tangible details like materials (24k gold plate) and craftsmanship (handmade).
• •Use "You" and "Your": Address the customer directly to make the message feel personal. Frame the products around their journey, their strength, and their story.
• •Incorporate the Founder's Voice: Continue sharing personal stories and messages from Daniela. This authentic connection is a powerful differentiator. The "story time" format on TikTok is effective and can be adapted for Instagram Reels or blog posts.
• •Define and Use Core Keywords Consistently: Consistently use terms like "amulet," "tribute," "empowerment," "story," "soul," and "shine" across all platforms to reinforce brand values.
• •Maintain a Balance of Aspirational and Accessible: While the aesthetic is elegant, the tone should remain warm and inviting. The message is that this form of elegance and empowerment is for every woman, not an exclusive club.

Social Perception

The public and customers perceive ByDanielaSalazar as a high-quality, authentic, and stylish brand. The positive reviews and high ratings are a testament to customer satisfaction with both the product and the service. The brand is seen as fashionable and on-trend, with customers praising the beautiful designs. The personal involvement of the founder is a significant asset, creating a loyal community that connects with her story and the values embedded in the jewelry. The brand successfully positions its products as meaningful purchases, not just impulse buys.

Copy Examples

• •More than a jewel, it’s a reminder. A whisper that says, ‘You can.’ Our ‘Confía, tú puedes’ necklace was designed for the moments you need to remember your own strength. Handcrafted with a 24k gold-plated finish, because your inner power deserves to shine. #ByDanielaSalazar #TrustYourself #JewelryWithMeaning
• •Give more than just an accessory. Give a symbol of love, a charm of protection, a tribute to a special bond. Our pieces are designed in-house and handcrafted to turn moments into lifelong memories. Explore our collections and find the perfect message for someone you love. Free shipping on orders over $130,000. #ByDanielaSalazar #MeaningfulGifts #HandmadeJewelry
• •Wear Your Story. Jewelry designed from the soul, for your journey. Discover the collections.
• •Keep your protector close. Our Guardian Angel Medal is a delicate but powerful amulet, designed to be a symbol of guidance and care on your daily path. Made with a Zamak base and bathed in 24k gold, this piece combines timeless faith with modern elegance. It’s a perfect gift for yourself or someone who deserves a little extra light in their life. Wear it alone for a subtle statement or layer it with other favorites to tell your own story.
• •A story of resilience... and our new collection.