Brand Tone

Friendly and Approachable, Trendy and Fashion-Forward, Helpful and Customer-Focused, Enthusiastic and Positive, Relatable

Brand Values

• •Affordability
• •Style and Trend Consciousness
• •Customer Satisfaction
• •Variety and Choice
• •Irish Identity/Local Support
• •Quality (within its price bracket)

Best Practices

• •Develop a Brand Voice Guide: Outline key characteristics of your tone (e.g., friendly, enthusiastic, helpful), preferred vocabulary (and words to avoid), and common phrases. Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to. The "Diamonds & Pearls" customer likely appreciates a relatable, fashion-savvy friend. Tailor your language, references, and humour accordingly.
• •Use "We" and "You" Actively: This fosters a direct and personal connection. "We've just unpacked..." or "You'll love how this feels..." makes the copy more engaging than a passive or overly formal tone.
• •Be Consistent Across All Channels: Whether it's a website product description, an Instagram caption, a Facebook post, or an email newsletter, the underlying tone should feel familiar and aligned with the brand. This builds recognition and trust.
• •Read It Aloud: Before publishing, read your copy aloud. Does it sound natural? Does it reflect the intended friendly, trendy, and helpful vibe? If it sounds stiff, overly formal, or off-brand, revise it. This simple check can catch many inconsistencies.

Social Perception

Positive, Reliable Source for Current Fashion, Good Value, Community-Oriented (especially locally), Trusted

Copy Examples

• •✨ Hello gorgeous! ✨ Turn heads in our brand new 'Sunset Bloom Maxi Dress' - perfect for those summer evenings. Lightweight, flowy, and oh-so-chic! 😉 Tap to shop or find it online. Which shoes would you pair this with? Let us know below! #DiamondsAndPearlsIE #NewArrival #SummerDress #OOTDIreland #IrishFashion
• •Hey fashion lovers! 👋 Ready for a wardrobe refresh? Discover the latest drops at Diamonds & Pearls – from dreamy dresses to cool casuals, we've got your style sorted! 💖 Enjoy fast Irish shipping. Shop now: [Link] #ShopLocalIreland #AffordableFashion #StyleInspo
• •🎉 It's ON! Up to 50% Off Your Fave Styles at Diamonds & Pearls! 🎉 Hi [Customer Name], don't miss out! Our much-awaited sale is here, packed with stunning pieces at prices you'll LOVE. From everyday essentials to that special occasion outfit, find your next favourite now. But hurry, these beauties won't last long! Shop happy: [Link]
• •Cosy up in style with our 'Soft Embrace Knit Cardigan'! 🥰 This super-soft knit is your new go-to for chilly days and relaxed weekends. Perfect for layering over your favourite tops and dresses. Available in S, M, L. Need help with sizing? Just send us a DM! We're happy to help you find your perfect fit. #KnitwearLove #ComfyChic #DiamondsAndPearls
• •(Video of staff member modelling a top) Happy Tuesday! 💕 Carol's OBSESSED with our new 'Polka Dot Dream Blouse' - and we can see why! So versatile for work or weekend. What do you think? Swipe up to grab yours before it's gone! ✨ #StaffPick #FashionFind #VersatileStyle #ShopIrish