Brand Tone

Bold, Glamorous, and Empowering

Brand Values

• •Audacity & Empowerment
• •Glamour & Style
• •Quality & Curation
• •Uniqueness & Charisma
• •Community & Consciousness

Best Practices

• •Lead with Power Verbs: Use strong, active verbs like "unleash," "command," "define," "empower," and "transform." This reinforces the brand's value of empowerment.
• •Embrace "More is More": The brand’s aesthetic is maximalist and glamorous. The copy should reflect this. Use evocative, sensory language. Instead of "nice earrings," use "an avalanche of crystals" or "sublime, dramatic silhouettes."
• •Tell the Story: Every piece is a "treasure." Highlight its origin (e.g., "deadstock from a 90s Spanish jeweler," "signed by Rita Frascione, Florence 1970"). This adds value and reinforces the curation and uniqueness of the collection.
• •Ask Bold Questions: Engage the audience with questions that align with the audacious tone. "Ready to cause a scene?" or "Why blend in?" This challenges the customer to be as bold as the jewelry itself.
• •Maintain a Confident Voice: The brand is the expert curator. Write with authority and passion. Avoid hesitant or overly commercial language ("Don't miss out!"). Instead, use confident, declarative statements ("This is the necklace you've been waiting for.").

Social Perception

It is perceived as a niche, high-end vintage curator rather than a mass-market retailer. The association with trendy and culturally relevant Parisian events and boutiques positions it as a cool, independent brand for fashion-forward individuals. The focus on "treasure hunting" and signed pieces suggests expertise and a discerning eye, appealing to vintage connoisseurs and those seeking unique, statement accessories with a story.

Copy Examples

• •Why whisper when you can roar? These 1980s deadstock earrings weren't made to sit in a jewelry box. They were made for the spotlight. Your spotlight. Shop the drama. Link in bio.
• •The Alexis Lahellec necklace. Circa 1990. Forged in Parisian ateliers for the bold. This isn't just a necklace; it's a piece of history, an heirloom of audacity waiting for its next chapter. Wear it and write your own.
• •Life’s too short for boring jewelry. Our mission: to arm you with audacious, glamorous vintage that makes you feel powerful. Let them stare.
• •Your Weekly Dose of Power Is Here. We’ve just unearthed a new collection of 70s brutalist rings and signed Gontié chains. They’re not for the faint of heart. They’re for you. Be the first to claim your power.
• •Who let the drama out? ⛓️ We did. Avalanches of chic just hit the site. 90s deadstock, never worn, and ready for their moment. Don't wait—these pieces are one-of-a-kind.