Brand Tone

inspirational, empowering, and personal; friendly and community-oriented, aiming to create a connection with customers that goes beyond the product itself; encouraging and uplifting.

Brand Values

• •Empowerment: A core mission is to make customers feel "beautiful, empowered, and connected." They believe wearing their jewelry is a reminder that dreams can become reality.
• •Inclusion: The brand explicitly states that inclusion is at the heart of what they do, welcoming individuals of all ages, gender identities, races, ethnicities, and sexualities.
• •Community: They emphasize the power of community support and aim to build a strong connection with their customers, viewing them as part of the "Dreamer Jewels community."
• •Self-Expression: Jewelry is positioned as a form of self-expression, a way to make a statement and feel confident.
• •Family and Heritage: As a Latina-owned and sister-operated business, their heritage and personal journey are central to the brand's narrative.

Best Practices

• •Lead with the "Why": Always connect the products back to the core mission. Whether in a social media caption or product description, infuse the message of empowerment, dreams, and self-expression. The founders' story is a powerful asset that should be woven into the brand's narrative consistently.
• •Use Inclusive and Empowering Language: Consistently use words like "empower," "inspire," "your journey," "community," and "self-expression." Address the audience in a way that makes them feel seen and included, as outlined in the brand's values.
• •Showcase the Community: Feature user-generated content and highlight customer stories. This reinforces the sense of community and shows real people connecting with the brand's message, turning customers into advocates.
• •Maintain a Personal and Approachable Voice: Even as the brand grows, maintaining the "hermana-owned" (sister-owned) and personal feel is crucial. This can be achieved through behind-the-scenes content, direct interaction with followers, and using a conversational tone in all communications.
• •Be Consistent Across All Channels: The inspirational and empowering tone should be evident everywhere, from the website's "About Us" page to the shortest TikTok caption. This ensures a cohesive brand experience for the customer, no matter where they interact with Dreamer Jewels.

Social Perception

The brand is perceived as authentic and purpose-driven. Customers who connect with the founders' story are likely to see the brand as more than just a jewelry store, but as a symbol of aspiration and resilience. Their presence at local markets and pop-up events suggests a grassroots, community-focused business, which can foster a loyal customer base. The emphasis on permanent, customizable jewelry also taps into the trend of personalized and meaningful accessories.

Copy Examples

• •Your story, your sparkle. ✨ Each piece from Dreamer Jewels is more than an accessory; it's a reminder to chase your wildest dreams. What dream are you chasing today? #DreamerJewels #WearYourStory
• •Founded by sisters, inspired by dreamers. We believe in the power of your aspirations. Discover jewelry that celebrates your journey.
• •Effortless style meets everyday empowerment. The Aria Hoops are designed for the dreamer who makes things happen. Lightweight, versatile, and ready to be part of your success story.
• •Be Bold. Be You. Be a Dreamer. Our latest collection is here to celebrate every part of you. As a Latina-owned brand, we’re dedicated to creating pieces that empower and inspire. Shop now and find your new favorite reminder to shine.
• •Packing up your dreams! ✨ Come see us this weekend at the [Event Name] for permanent jewelry and good vibes. Let's create something beautiful together! #PermanentJewelry #SmallBusiness #LatinaOwned #DreamerJewels