Brand Tone

Aspirational, Empowering, and Sophisticated

Brand Values

• •Luxury and Quality
• •Community and Purpose
• •Transformation and Self-Expression
• •Accessibility

Best Practices

• •Lead with "Why": Always connect the product back to the brand's core mission of empowerment and vision. Start copy with the feeling or transformation, then introduce the product.
• •Use Aspirational Language: Employ strong, evocative words like "Envision," "Transform," "Legacy," "Purpose," and "Visionary" to maintain a sophisticated and empowering tone.
• •Emphasize Quality and Exclusivity: Consistently mention the premium materials, design details, and limited-edition nature of the collections to reinforce the luxury positioning.
• •Maintain a Unified Aesthetic: Ensure all visuals—from website photography to social media posts—are clean, professional, and aligned with a high-fashion, minimalist aesthetic.
• •Tell a Story: Frame products and campaigns around a narrative. Whether it's "A Letter From The Leader" or the inspiration behind a specific frame, storytelling creates an emotional connection that transcends the transactional nature of a purchase.

Social Perception

The perception of Caiyhe Eyewear is polarized. On one hand, its direct marketing and customer testimonials cultivate an image of a high-quality, Black-owned business providing luxury eyewear that rivals established designer brands. On the other hand, certain marketing tactics have led to skepticism and accusations of being a scam among some online communities, who perceive the products to be of lower quality than advertised.

Copy Examples

• •Confidence is not arrogance. It is the quiet understanding that your vision is valid. Frame your focus. #CaiyheEyewear #Visionaries
• •Your vision has the power to change the world. Our mission is to ensure you see it clearly. Caiyhe Eyewear is more than an accessory; it's a statement. Discover luxury with a purpose.
• •BECOME THE VISION. Eyewear designed for the transition from being alive to truly living. Shop The Collection.
• •At Caiyhe, we believe eyewear is essential to how you see the world and how the world sees you. That's why each frame is crafted not just with Recherché Metal and Onyx, but with a purpose—to cultivate vision and visionaries alike. Thank you for being part of our community.
• •The Reginald is not just a frame; it's an heirloom. Forged for the discerning individual who leads with purpose and isn't afraid to make a statement. With its timeless design and superior craftsmanship, it is an investment in your legacy. See and be seen.