Brand Tone

aspirational, celebratory, and personal

Brand Values

• •Celebration of Milestones
• •Empowerment and Self-Expression
• •Quality and Timelessness
• •Community and Connection
• •Inclusivity and Innovation

Best Practices

• •Lead with 'Celebration': Frame product descriptions, social media captions, and ad copy around the theme of celebrating life's moments. Use words like "commemorate," "honor," "cherish," and "celebrate" to reinforce this core value.
• •Emphasize Personal Stories: Encourage user-generated content by asking followers to share their "CELI moments." Use storytelling in your copy that highlights the personal significance of jewelry, moving beyond just its physical attributes.
• •Maintain an Empowering and Inclusive Voice: Use language that is welcoming and empowering to all. Phrases like "for every style," "your journey," and "express your authenticity" will resonate with a broader audience.
• •Highlight Quality and Longevity: Consistently mention the quality of the materials (e.g., "solid gold," "ethically sourced diamonds") and the idea of "future heirlooms" to build trust and convey the lasting value of the pieces.
• •Incorporate the Founders' Story: Weaving in the narrative of the sister co-founders adds a personal and authentic touch. This can be especially effective in "About Us" sections, blog posts, and features that highlight the brand's origins and commitment to supporting other female entrepreneurs.

Social Perception

Public perception of CELI appears to be positive, highlighting it as a notable Canadian fine jewelry brand. The brand is recognized for its modern and celebratory approach. The founders' prior experience with Paris Jewellers lends credibility and a legacy of quality craftsmanship and customer service. Their social media presence on platforms like TikTok, particularly around events like sample sales, generates significant positive engagement, indicating an interested and active community. The brand's commitment to ethical sourcing by offering lab-grown diamonds is also a key factor in modern consumer perception.

Copy Examples

• •Your story, worn close to the heart. Our solid gold essentials are designed for every chapter, from quiet moments to grand celebrations. Discover the piece that speaks to you.
• •A new beginning, a timeless promise. Our engagement rings are crafted to celebrate your unique love story. Let's create your forever, together.
• •Stack your moments. Each ring, a memory. A promotion, a milestone, a Tuesday worth celebrating. How do you tell your story? #CeliMoments
• •From our family to yours. As sisters, we believe in celebrating every step of the journey. That's why we created CELI—to offer more than just jewelry, but a way to honor your personal narrative. #WomenOwned #CanadianBrand
• •Ready to celebrate? For a limited time, enjoy a special gift with your next purchase. Because every moment, big or small, deserves to be cherished. Find your celebratory piece inside.