Brand Tone

Elegant & Sophisticated, Aspirational yet Accessible, Confident & Modern, Fashion-Forward

Brand Values

• •Quality Craftsmanship
• •Ethical Sourcing & Sustainability
• •Accessibility/Democratization of Luxury
• •Timelessness & Enduring Style
• •Empowerment

Best Practices

• •Emphasize "Timeless" and "Classic": Consistently use language that evokes enduring style rather than fast fashion trends. Words like "heritage," "heirloom-inspired," "classic," and "enduring" should be staples.
• •Highlight "Lab-Grown" with Pride: Frame lab-grown gemstones as a modern, ethical, and intelligent choice, focusing on their identical properties to mined stones and the benefits of this innovation (accessibility, sustainability). Avoid language that could make them seem like a "lesser" alternative.
• •Maintain an Elegant and Sophisticated Visual Language: Ensure all imagery (website, social media, ads) is high-quality, aspirational, and reflects a polished, fashion-forward aesthetic. Show the jewelry being worn in ways that look both effortlessly chic and elegantly styled.
• •Speak to an Empowered Consumer: Address the customer as discerning, intelligent, and someone who appreciates quality, ethics, and style. Acknowledge the self-purchaser.
• •Balance Aspiration with Accessibility: While showcasing luxury and high-end appeal, subtly weave in the value proposition offered by lab-grown stones, making the dream of owning beautiful fine jewelry a reality. The tone should feel inclusive to those aspiring to luxury.

Social Perception

Trendy and desirable, offering beautiful, sparkly jewelry that looks expensive but is more affordable than traditional mined diamond pieces. Seen as a go-to for achieving a classic, "put-together" look and is popular among fashion-conscious individuals and influencers. The celebrity sightings significantly boost its desirability. The lab-grown aspect is often viewed positively for ethical and cost reasons.

Copy Examples

• •Experience the allure of heirloom design, reimagined for today. Our lab-grown gemstone Riviere necklaces offer timeless sparkle, ethically crafted and made to be yours. Dorsey: Luxury you can live in.
• •Shine responsibly. Dorsey jewelry features breathtaking lab-grown diamonds and gemstones, offering the same brilliance as mined stones without the environmental or ethical compromise. This is the future of fine jewelry. This is Dorsey.
• •Adorned by icons, designed for you. Discover the Dorsey pieces seen on red carpets and city streets – classic styles with a modern conscience. Elevate your everyday.
• •From boardroom to brunch, Dorsey jewelry adds a touch of enduring sophistication. Meticulously crafted with lab-grown gemstones for lasting brilliance, our pieces are designed to be as versatile and radiant as you are.
• •Invest in your sparkle. Dorsey creates timeless, beautifully crafted lab-grown gemstone jewelry that celebrates you. Because the most meaningful heirlooms are the ones you choose for yourself.