Brand Tone

Aspirational & Elegant, Sales-Oriented & Direct, Feminine & Romantic

Brand Values

• •Perceived Value & Accessibility
• •Classical Beauty
• •Celebration of Femininity

Best Practices

• •Maintain Mythological & Natural Themes: Continue using product names and descriptions that allude to mythology, nature, and celestial bodies. This builds a cohesive and romantic brand world.
• •Blend Aspiration with Urgency: In all copy, pair elegant and aspirational language with clear, direct calls to action and promotional details. The voice should feel like accessible luxury.
• •Emphasize "Timeless" over "Trendy": Position the jewelry as classic, investment-worthy pieces that transcend seasons. Use words like "heirloom," "classic," "timeless," and "enduring."
• •Develop a Social Media Voice: If the brand expands to platforms like Instagram, the tone should be visually elegant and refined. Captions should be concise and poetic, focusing on the story or inspiration behind each piece rather than hard-selling.
• •Create a Brand Voice Guide: Document the core characteristics of the Chestnut Pearl voice (e.g., "Elegant, Feminine, Direct, Aspirational"). Provide clear do's and don'ts to ensure any future copywriter or marketing team member can maintain consistency. For example: Do use evocative, mythological names. Don't use modern slang or overly casual language.

Social Perception

Due to the lack of social media presence and online reviews, the social perception of Chestnut Pearl is largely undefined. The brand exists as a direct-to-consumer e-commerce entity with minimal public dialogue. Customers are likely found through targeted ads (potentially on platforms like WeChat) or direct search. The absence of social proof could be a point of friction for potential buyers who rely on community feedback before making a purchase.

Copy Examples

• •Timeless Elegance, Modern Price. Discover our 18K Gold Pearl Collection and enjoy up to 40% off.
• •Unleash your inner goddess. Inspired by celebrations of beauty and joy, the Dionysus' Delight Earrings feature luminous freshwater pearls that dance with every movement. The perfect accent for evenings of unforgettable elegance.
• •A Touch of Gold, A Whisper of Pearl. Your new favorites are on sale.
• •Beauty in Simplicity. The Serene Streamline Brooch adds a final, perfect touch of grace to any outfit. Hand-selected pearls, timeless design. Shop the collection now.
• •At Chestnut Pearl, we believe elegance is for everyone. We journey to find the most radiant sea and freshwater pearls, setting them in timeless designs that honor classical beauty. Each piece is crafted not just as an accessory, but as a future heirloom.