Brand Tone

Whimsical & Playful, Elegant & Charming, Creative & Story-Driven, Joyful & Nostalgic, Southern & Welcoming

Brand Values

• •Creativity and Originality
• •Heritage and Authenticity
• •Quality Craftsmanship
• •Joyful Self-Expression
• •Community Connection and Giving Back
• •Personal Touch

Best Practices

• •Embrace Whimsical Elegance: Blend playful, charming language with sophisticated descriptions. Use words like "delightful," "charming," "sparkle," "treasure," alongside "elegant," "timeless," "heritage."
• •Tell the Story: Every piece, every collection has an inspiration. Weave these narratives into product descriptions, social media posts, and email marketing. Highlight the "why" behind the design.
• •Infuse Southern Charm: Let the warmth and hospitality of Charleston shine through. Use inviting, friendly language. Connect to the Lowcountry lifestyle where appropriate.
• •Maintain a Personal Connection: Channel Deirdre Zahl's voice – creative, passionate, and connected to her community. Even when not directly quoting her, the copy should feel like it’s coming from a place of genuine enthusiasm.
• •Focus on Joy and Celebration: Position the jewelry as something that brings happiness, marks special moments, or adds a touch of everyday delight. Use uplifting and positive language.

Social Perception

Unique and Distinctive, High-Quality, Aspirational yet Accessible, Strongly Tied to Charleston, Feminine and Empowering, Trustworthy

Copy Examples

• •Whispers of a bygone garden, reimagined for today. Our new Petal & Pearl collection blooms with vintage-inspired details and the timeless charm you’ve come to cherish. Drape yourself in florals that never fade. #CandyShopVintage #FloralJewelry #ModernHeirloom
• •More than just a necklace, it’s a piece of Charleston. Our signature Rice Beads carry the soul of the South, a tribute to heritage, and a touch of everyday elegance. Find your strand of Lowcountry magic. #CharlestonRiceBeads #SouthernStyle #CandyShopClassics
• •Life’s too short for boring jewelry! Add a pop of playful elegance and let your accessories tell your story. At Candy Shop Vintage, we believe in the power of a piece that makes you smile. What’s your happy piece today? ✨ #WearYourJoy #VintageInspired #StatementJewelry
• •Founded by Deirdre Zahl, Candy Shop Vintage began with a love for timeless treasures and a passion for storytelling through design. From curating one-of-a-kind vintage finds to creating our own whimsical, vintage-inspired collections, we craft jewelry that’s full of charm, character, and a touch of Southern grace. Each piece is a little piece of joy, designed to be loved for years to come. #CandyShopVintageStory #DesignerJewelry
• •A Sweet Treat Just For You! ✨ Vintage-Inspired Sparkle Awaits...