Brand Tone

Energetic, Expressive, Playful, and Boldly Inclusive

Brand Values

• •Self-Expression and Individuality
• •Inclusivity and Authentic Allyship
• •Artisanal Craftsmanship and Independent Spirit
• •Joy, Movement, and Celebration
• •Artistic Inspiration

Best Practices

• •Lead with Feeling, Follow with Fact: Start with the emotion—the energy, the confidence, the joy. Then, support it with the details—handcrafted, 18k gold, genuine pearls. Example: "Feel the rhythm. Our Rhythm of the Night choker is handcrafted with freshwater pearls and 18k gold to move with you."
• •Embrace the "We": Use inclusive, community-focused language. Phrases like "Listen up, babes," or referring to the audience as "disco lovers" and "trendsetters" create a shared identity and an in-group feel.
• •Use Active, Evocative Verbs: The brand is about movement. Use verbs that reflect this: dance, sparkle, move, shine, express, create, stand out, own it. This makes the copy dynamic and exciting.
• •Champion Your Causes Boldly: Don't shy away from your values. Integrate your support for communities like the LGBTQ+ youth directly into your product announcements and campaigns. This builds brand loyalty that transcends product.
• •Maintain a Playful Confidence: Blend high-fashion concepts with a touch of wit and sass. The reference to Claude Monet is a perfect example. This shows the brand is artistically inspired but doesn't take itself too seriously, making it aspirational yet approachable.

Social Perception

Disco Eros Finos is perceived as a niche, emerging brand with a strong, alternative point of view. Positive: Customers and observers see it as a creative and promising indie brand with unique, "statement" pieces. Its vocal support for the LGBTQ+ community is a significant differentiator and likely fosters a loyal, values-aligned customer base. The founder's direct engagement on platforms like Reddit creates a sense of transparency and authenticity. Challenges: As a newer brand, it faces hurdles with market visibility, traffic, and establishing a firm competitive edge in a crowded market. Some feedback has pointed to a need for a more polished website and stronger brand differentiation to justify its mid-to-high price point. Overall, it is seen as a brand with a clear vision that is still in the process of scaling its operations and market presence.

Copy Examples

• •They told you to be less. We say be more. More sparkle, more chaos, more you. Our Lovers' Runway collection is handcrafted for main character energy. Go ahead, make them stare. 🪩 #DiscoErosFinos #DEFjewelry #StatementJewelry #BornToStandOut
• •This isn't just jewelry. It's your new excuse to go out.
• •Handcrafted in NYC. Inspired by the dance floor. These are the pieces you'll wear when you want to be remembered. Explore the Disco Reimagined Collection.
• •Meet the 'Afterparty' Earrings. Because the best moments happen after midnight. Featuring a cascade of hand-set crystals on an 18k gold-plated huggie, these earrings are designed to catch the light and every eye in the room. They’re not just an accessory; they’re a conversation starter.
• •A fast-paced "Get Ready With Me" style video. The creator is in a simple outfit. Text overlay: "When the dress code is 'casual' but your vibe is 'extra'." The creator puts on a bold DEF necklace and earrings, and the whole look is instantly elevated. Use a trending, high-energy disco-house track.