Brand Tone

elegant, sophisticated, and aspirational, with a touch of Parisian chic and a personal, storytelling approach

Brand Values

• •Craftsmanship & Quality: Emphasis on handmade jewelry in Paris, certified gold plating, and carefully selected gems from India.
• •Femininity & Personal Expression: A desire to offer women affordable jewels they can adapt to suit their personalities and preferences. Jewelry is described as a way to "reveal one's own style and invent one's own life."
• •Passion for Gems & Design: Caroline Najman's personal passion for stones and lithotherapy is a core inspiration. Collections are inspired by Haute Couture trends and a desire to create unique, modern pieces.
• •Parisian Chic & Elegance: The brand strongly identifies with Parisian style and fashion.
• •Accessibility & Affordability (relative to designer jewelry): The aim is to offer women "affordable jewels."
• •Customer Connection: Loyalty programs, refer-a-friend rewards, and active engagement on social media suggest a value placed on customer relationships.
• •Ethical Practices/Sustainability (mentioned by a retailer): One retail partner, Prince + Broome, notes a commitment to sustainability and ethical practices. This is not heavily emphasized on the brand's own main website based on the snippets.

Best Practices

• •Develop a Core Messaging Guide: Document key brand phrases (e.g., "second skin," "Parisian chic," "handmade in Paris"), a defined vocabulary list (elegant, delicate, radiant, timeless, modern, unique), and a "do not use" list to ensure all copywriters adhere to the established voice.
• •Emphasize Storytelling: Continue to weave Caroline Najman's personal journey, passion for gems, and the Parisian inspiration into product descriptions and social media content. This personal touch strengthens brand identity.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetics of the brand (minimalist, elegant photography). For example, if imagery is soft and sophisticated, the copy should reflect this rather than being overly loud or casual.
• •Adapt Tone Slightly by Platform, but Keep Core Consistent: While Instagram might allow for slightly more playful or direct engagement (e.g., questions to followers), the underlying elegance and sophistication should remain. TikTok content can be trendy and engaging, using relevant sounds and hashtags, while still showcasing the jewelry's delicate nature and Parisian roots.
• •Regularly Audit Content: Periodically review website copy, social media posts, email newsletters, and ad campaigns to ensure consistency with the defined brand tone and values. Address any deviations and update guidelines as the brand evolves (while being mindful of current events that might necessitate a more cautious or empathetic approach).

Social Perception

Historically, Caroline Najman appears to be perceived as a designer of fine, delicate, and fashionable jewelry, embodying Parisian elegance. The brand is associated with quality craftsmanship and unique designs inspired by gems and global trends. Customers likely appreciate the "second skin" feel and the ability to personalize their look with versatile pieces. The brand has cultivated an image of a passionate, creative designer. However, the recent news regarding legal issues involving the founder and her husband for alleged fraud is a significant factor that could negatively impact social perception. This news is serious and could overshadow the previously established brand image, potentially leading to questions of trust and integrity. While the brand's social media continues to post fashion and product-related content, this external news is a critical element affecting current perception. Prior to this news, the brand was seen as a growing presence in the high-end fashion jewelry market, albeit with a need to improve brand awareness beyond its social media and website reach. The opening of new boutiques and presence in department stores indicated growth and a positive trajectory.

Copy Examples

• •Adorn yourself with whispers of Paris. Our handcrafted Jeri & Indie necklaces, a delicate dance of gold and light, perfect for sun-kissed summer days. Discover your signature sparkle.
• •More than just jewelry, it's a feeling. Each Caroline Najman piece is a 'second skin,' designed in Paris to tell your unique story. How will you wear yours?
• •From Caroline's heart, to your collection. A passion for gems, meticulously handcrafted in our Parisian atelier, creating timeless treasures for the modern woman.
• •Festival season calls for a touch of magic. Layer our vibrant, gem-kissed bracelets and let your free spirit shine. Explore the collection and find your perfect harmony.
• •The art of Parisian layering. Delicate chains, radiant gemstones, and timeless design. Build your personal narrative with pieces that speak to you. Water-resistant and guaranteed for one year.