Brand Tone

elegant, sophisticated, and approachable

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Versatility
• •Accessibility (within demi-fine context)
• •Ethical & Sustainable Practices
• •Modern Femininity
• •Attention to Detail

Best Practices

• •Create a Brand Voice Guide: Document the key attributes of your brand tone (e.g., elegant, approachable, minimalist), target audience, key messaging points, and "words we use/words we avoid." Share this with anyone creating content.
• •Focus on "Effortless Elegance": Ensure copy reflects sophistication without being overly formal or unapproachable. Use clear, concise language that evokes quality and timeless style. Highlight the ease of wear and styling.
• •Emphasize Quality and Craftsmanship Subtly: Instead of just saying "high quality," describe the materials (e.g., "lustrous freshwater pearls," "durable 14k gold fill") and the care in design ("thoughtfully designed," "handcrafted").
• •Speak to the "Modern Woman": Address her desire for versatile pieces that fit her lifestyle. Use empowering and relatable language. Highlight how the jewelry can make her feel confident and stylish.
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy always aligns with the minimalist, clean, and elegant aesthetic of the brand's visuals. The words should feel like a natural extension of the images seen on the website and social media. On platforms like TikTok, allow for slightly more playful language, but keep it anchored in the core brand elegance.

Social Perception

A provider of beautiful, high-quality, and delicate jewelry.

Copy Examples

• •Instagram Post (Image: Close-up of layered necklaces on a model): Effortless layers for your everyday story. ✨ Discover our collection of 14k gold-filled necklaces, designed to be mixed, matched, and loved. #DraeJewelry #EverydayElegance #LayeredNecklace
• •Email Subject Line (New Collection Launch): Introducing The Solstice Collection: Timeless Pieces, Modern Muse. (Email Body Snippet): Inspired by the quiet beauty of changing seasons, our new Solstice Collection features delicately crafted pieces in sterling silver and luminous freshwater pearls. Find your new heirloom today.
• •Product Description (for a pair of hoop earrings): Meet your new go-to hoops. The Classic Hoops are crafted for enduring style and effortless wear. Made with [material, e.g., hypoallergenic 14k gold fill], they’re light enough for all-day comfort, yet make a distinct statement of quiet confidence. Perfect solo or as the foundation of your ear stack.
• •Facebook Ad (Targeting users interested in sustainable fashion): Beauty that feels good, inside and out. At Drae Jewelry, we mindfully craft each piece using ethically sourced materials and sustainable practices. Explore timeless designs you can cherish. #SustainableJewelry #EthicalFashion #DraeValues
• •TikTok Video Caption (Video showing quick styling of a ring stack): Ring stack game strong! 💪✨ Our [Ring Name 1], [Ring Name 2], and [Ring Name 3] are perfect for adding a little sparkle to your day. Which combo is your fave? 👇 #RingStack #JewelryTikTok #DraeStyle #MinimalistJewelry