Brand Tone

sentimental, elegant, and aspirational

Brand Values

• •Personalization and Individuality
• •Meaningful Connections
• •Craftsmanship and Quality
• •Adventure and Exploration

Best Practices

• •Lead with Emotion: Always start with the "why" behind the jewelry. Focus on the memory, the feeling, and the story before diving into product features.
• •Use Evocative Language: Employ words like "commemorate," "cherish," "celebrate," "journey," and "legacy" to reinforce the sentimental value of the products.
• •Maintain an Elegant and Refined Tone: Avoid slang or overly casual language. The tone should reflect the premium quality and price point of the jewelry.
• •Incorporate a Sense of Adventure: Use themes of travel, discovery, and personal growth to appeal to customers' aspirational desires.
• •Be Consistent Across All Channels: Whether it's a tweet, a product description, or an email, the core message of "wearing your story" should be present. This will help build a strong and recognizable brand identity.

Social Perception

polarized. On one hand, the brand is praised for its innovative and meaningful product concept. Customers who have a positive experience often highlight the beauty and sentimental value of their custom jewelry. On the other hand, a significant number of negative reviews point to issues with poor customer service, with customers reporting difficulties in resolving issues with their orders. There are also complaints about shipping times and the quality of certain components, like chains, not meeting expectations for the price point. This suggests a disconnect between the brand's promised value and the actual customer experience for some.

Copy Examples

• •Where did your story begin? Was it a café in Paris, a park bench, or the spot where you first said 'I love you'? Keep that place close to your heart forever. Engrave its unique coordinates on our handcrafted necklaces and bracelets. The perfect gift to celebrate your journey together. #CoordinatesCollection #AnniversaryGift #OurSpecialPlace
• •Introducing The Legend Ring. A timeless piece to mark a legendary moment. Whether it's the summit you conquered, the city that changed you, or the home you built. Your story, your coordinates, your legend. Handcrafted in 14K gold and sterling silver. #WearYourStory #LegendRing #MeaningfulJewelry
• •Celebrate their next chapter by honoring the journey. From the campus where they grew to the city where they'll shine, give a gift that remembers where it all started. Personalize a piece from our collection with the coordinates of their achievement. #GraduationGift #Classof2025 #TheJourneyBegins
• •That one place you can't stop dreaming of? Wear it. Our custom-engraved jewelry captures the coordinates of your favorite adventures, turning memories into timeless style. Where will you wear? #TravelJewelry #Wanderlust #CoordinatesCollection
• •Your story is still being written. Where has life taken you since you last shopped with us? A new home, a favorite vacation spot, a place of personal triumph? For a limited time, enjoy 15% off your next piece and add a new chapter to your collection. #MyCoordinatesStory #NewMemories #TimelessKeepsakes