Brand Tone

Aspirational, Empowering, Sophisticated, Elegant, Accessible, and Confidently Feminine.

Brand Values

• •Quality & Craftsmanship
• •Empowerment & Representation
• •Accessible Luxury
• •Community & Collaboration
• •Timeless Style

Best Practices

• •Lead with "Everyday Luxury": Always bridge the gap between "fine" and "everyday." Use words like effortless, timeless, daily, essential alongside luxury, handcrafted, 14k gold, premium.
• •Tell the Founder's Story: Weave the narrative of a Black-owned, woman-led brand into the copy. This adds depth and authenticity. Phrases like "From our founder's vision..." or "A legacy of strength and style..." connect the product to the brand's powerful identity.
• •Emphasize Ethical & Quality Proof Points: Don't just say "high quality." Be specific. Mention "ethically sourced gemstones," "direct-from-jeweler pricing," and "14k solid gold" to build trust and justify the luxury positioning.
• •Use Empowering & Aspirational Language: Speak directly to the target audience's ambitions. Use language that makes her feel confident and seen. Words like empower, redefine, elevate, armor, signature will resonate more than passive descriptions.
• •Maintain a Consistent Voice Across All Categories: Whether writing about a diamond necklace, a handbag, or a candle, the core message should be the same: a piece of accessible, empowering luxury designed to elevate your daily life. The product may change, but the feeling it evokes should not.

Social Perception

Perceived as a high-end, emerging luxury label within fashion circles, particularly in New York. It is strongly associated with its founder, Floresca Isme, and carries an identity rooted in Haitian-American culture and Black female entrepreneurship. The brand shows ambition to become a complete lifestyle brand, with its perception shaped more by curated media presence and industry associations than widespread consumer reviews.

Copy Examples

• •Your daily armor. Our 14k solid gold pieces are handcrafted to move with you, from morning coffee to evening cocktails. This isn't jewelry for a special occasion—it's for a special life. Yours.
• •Redefine your power suit. ETANA NEW YORK brings you timeless fine jewelry, made for the modern woman who leads. Ethically sourced, fairly priced, and designed for your everyday hustle. Shop the collection.
• •That feeling when your accessories get it right. ✨ #Etananyc #LuxuryLifestyle #EverydayElegance #BlackOwnedBusiness
• •More Than Luxury. It's a Legacy. As a woman-founded brand, we believe in crafting pieces with purpose—celebrating strength, heritage, and uncompromising quality. Wear your story.
• •Subject: The Piece You'll Never Take Off. Inside, discover our best-selling fine jewelry, designed to become a part of you. Crafted from pure 14k gold and made to last a lifetime, because true style is effortless.