Brand Tone

aspirational yet accessible, elegant, personal, and warm

Brand Values

• •Meaningful Connections & Storytelling: Jewellery as a reflection of one's unique journey and a keeper of memories.
• •Timeless Design & Elegance: Focus on pieces that are classic, enduring, and stylish.
• •Quality Craftsmanship: Emphasis on handcrafted items and fine materials.
• •Individuality & Self-Expression: Providing pieces that allow customers to express their personal style.
• •Passion for Beauty & Accessorizing: Stemming from the founder's love for jewellery and sharing that with others.
• •Customer Satisfaction: Aiming to put a smile on customers' faces.
• •Local and International Sourcing: Offering a variety of pieces sourced both locally and internationally.

Best Practices

• •Develop a Brand Voice Guide: Document key characteristics of the DASH tone (e.g., aspirational, personal, elegant, warm). Include approved vocabulary, "words to avoid," and examples of on-brand and off-brand messaging. This ensures anyone writing copy understands the desired voice.
• •Focus on "Your Story": Consistently weave in the narrative of jewellery as a personal statement and a keeper of memories. Use storytelling language that resonates with individuality and emotion.
• •Emphasize Quality and Craftsmanship with Elegance: When describing products, use words that convey quality, beauty, and timelessness (e.g., "handcrafted," "fine materials," "cherished," "enduring style") without being overly technical or ostentatious.
• •Maintain a Warm and Inviting Approach: Even when showcasing high-end pieces, the language should feel approachable and inclusive. Use a friendly, conversational style in social media captions and customer interactions.
• •Ensure Visual and Textual Harmony: The copy should always complement the visual aesthetic of the brand. If the imagery is elegant and minimalist, the copy should reflect that in its clarity and sophistication. Across all platforms—website, social media, email—the tone should be recognizably DASH.

Social Perception

DASH is generally perceived positively by its customers as offering beautiful and unique pieces suitable for everyday wear and special occasions. They project an image of a contemporary and stylish brand that values personal stories.

Copy Examples

• •Headline: Your Story, Beautifully Adorned. Body: At DASH, we believe jewellery is more than an accessory—it's a whisper of your past, a celebration of your present, and a glint of your future. Discover handcrafted pieces designed to be as unique as your journey. #DASHJewellery #TellYourStory
• •Headline: The Timeless Touch of DASH. Body: Elevate your everyday with elegance that endures. Our collection of fine and fashion jewellery is crafted to be cherished for a lifetime. Find your signature piece today. #TimelessElegance #DASHStyle
• •Headline: Seal Your Moment: Experience DASH Permanent Jewellery. Body: A delicate chain, a lasting memory. Our permanent jewellery is a beautiful way to commemorate a bond, a milestone, or simply your unique self. Book your appointment at our studio and wear your story with grace. #PermanentJewellery #DASHStudio #ForeverLinked
• •Headline: Handcrafted with Passion, Designed for You. Body: From our hands to yours, each DASH piece is created with love and an eye for detail. We source beautiful materials to bring you jewellery that feels as good as it looks. Explore our latest arrivals. #HandcraftedJewellery #SouthAfricanDesign #DASHOriginals
• •Headline: Everyday Luxury, Effortless Style. Body: Who says luxury is only for special occasions? DASH offers exquisitely designed jewellery that adds a touch of sophistication to every moment. Shine on, every day. #EverydayLuxury #DASHLook #JewelleryLover