Brand Tone

Edgy & Bold, Playful & Youthful, Inclusive & Empowering, Authentic & Direct, Confident & Unapologetic

Brand Values

• •Inclusivity: Designing for all genders and identities, and vocally opposing discrimination (racism, sexism, homophobia, transphobia, ableism).
• •Empowerment: Aiming to empower those who wear their products to feel good and express their unique look.
• •Authenticity & Self-Expression: Stemming from DIY culture and encouraging individuality. The core belief is "Do what feels good".
• •Creativity & Childlike Joy: Letting inner childlike joy guide designs and creative direction, inspired by the founder's love for Dalmatians.
• •Quality & Craftsmanship: Emphasis on unique, lasting designs, initially championing stainless steel and now including other materials like sterling silver and brass. They offer free repairs for up to 1 year.
• •Sustainability & Transparency: Using recyclable/reusable packaging, having a solar-powered fulfillment center, paying a living wage, and working with like-minded suppliers.
• •Community: Fostering a sense of connection, evident in their "Found Family" concept mentioned in a collaboration with BREDA.

Best Practices

• •Embrace the Edge: Don't shy away from bold, confident, and slightly rebellious language. Use strong verbs and keep it direct.
• •Stay Playful & Current: Incorporate youthful slang or references where appropriate (especially on platforms like TikTok and Instagram), but ensure it feels authentic to the brand, not forced. Reflect the "do what feels good" and "childlike joy" ethos.
• •Champion Inclusivity Always: Consistently use gender-neutral language ("her, him, and them," "everyone," "all souls"). Ensure imagery and messaging reflect diverse representation. Explicitly state anti-discrimination values when relevant.
• •Speak Authentically: Let the DIY roots and passion for self-expression shine through. Avoid overly corporate or generic phrasing. Keep it real and relatable.
• •Empower Your Audience: Frame your copy to make the wearer feel confident, unique, and part of a community. Focus on how the jewelry helps them express their individuality and power.

Social Perception

Trend-Setting & Cool, Affordable Quality, Ethical & Value-Driven, Unique & Distinctive, Good Customer Service, Empowering

Copy Examples

• •Stack 'em up. Your rules, your vibe. Jewelry for every you. #DalmataCustom #EdgyStyle #GenderFree
• •Life’s too short for boring bling. Unleash your inner icon. ✨ #ShopDalmata #DoWhatFeelsGood #JewelryObsessed
• •DALMATA: Unapologetically You. Jewelry crafted for her, him, them, and every bold soul in between. Explore the new drop.
• •🔥 Fresh Fire: The DALMATA Drop You Didn't Know You Needed.
• •Tell your story, one charm at a time. Edgy, iconic, and built to last – just like you. Made with [material], 'cause good vibes shouldn't tarnish. #DalmataCharm #ExpressYourself