Brand Tone

Empowering and bold, urban and modern, community-oriented and approachable, conscious and transparent.

Brand Values

• •Self-Expression
• •Quality and Affordability
• •Sustainability
• •Individuality and Empowerment
• •Canadian Identity

Best Practices

• •Lead with Unapologetic Expression: This core phrase should be a guiding star. Every piece of copy, from a product description to a social media reply, should empower the reader and celebrate individuality.
• •Balance Boldness with Inclusivity: While the tone is bold, it's also for each and every person. Use strong, confident language but avoid alienating or exclusive terminology. Frame boldness as a form of self-acceptance, not aggression.
• •Always Weave in Core Values: Seamlessly mention key value propositions like recycled stainless steel, designed in Canada, or quality and affordability where relevant. This reinforces the brand is identity and builds trust without sounding repetitive. For example, instead of just New rings, use New rings, crafted from recycled stainless steel.
• •Use You-Centric Language: Speak directly to the customer. Use You and Your frequently to make the message personal and empowering. The brand is existing copy does this well with phrases like pieces that help YOU represent YOU. This turns the focus from what the brand is selling to what the customer is gaining: a tool for expression.
• •Maintain a Consistent Urban-Modern Vocabulary: Use contemporary and clean language. Words like elevate, curate, statement, minimal, and urban align with the brand is aesthetic. Avoid overly ornate, traditional, or complex jargon to keep the tone modern and approachable.

Social Perception

Emerging and local, stylish and on-trend, with positive but limited public feedback.

Copy Examples

• •Don is just enter the room. Own it. Your style is your story. Our new Statement Collection is forged for the bold, the expressive, and the unapologetic. Made from recycled stainless steel because your values are as strong as your look. Tap to shop and express your truth. #LiveConvivial #UnapologeticExpression #VancouverJewelry
• •High Quality. Honest Prices. Elevate your everyday style without compromise. Discover durable, urban-inspired jewelry designed in Canada to last. This is your medium for self-expression.
• •How to build your perfect neck stack ✨ Rule #1: There are no rules. Start with a base chain, add a pendant that means something to you, and finish with a statement piece. Our stainless steel essentials are made for layering. Show us your stack! #JewelryStack #StylingHacks #ConvivialJewelry #MadeInCanada
• •Look good, feel good, do good. At CONVIVIAL, your piece is more than just an accessory is it is a choice. A choice for unapologetic style, for lasting quality, and for a healthier planet. We craft our jewelry from 316 stainless steel, the world is most recycled material, and only produce what you demand. It is our commitment to you and our world. Wear your values.
• •Jewelry That Tells Your Story. CONVIVIAL is the home of unapologetic expression. Weis a Canadian brand offering high-quality, urban jewelry for everyone. Find the pieces that let you represent YOU. Shop now for free shipping over $75.