Brand Tone

personal, friendly, and enthusiastic. It's youthful, accessible, and relatable.

Brand Values

• •Accessibility & Affordability
• •Personal Passion
• •Trend-Consciousness
• •Quality within Reach

Best Practices

• •Always Use a Personal, Friendly Voice: Write as if you're talking to a friend. Use contractions (like "it's," "you're"), ask questions, and don't be afraid to use a well-placed emoji to connect with the youthful audience.
• •Tell the Founder's Story: Regularly reference the "why" behind the brand. Remind customers that Farèl Antwerp was born from a real person's passion and frustration with the market. This reinforces authenticity.
• •Focus on "Affordable" and "Quality": These two words are at the core of the brand's promise. Use them together to highlight the key value proposition in product descriptions, ads, and social media captions.
• •Emphasize "Mix & Match" and "Collection": Encourage customers to see the products not just as individual items but as parts of a larger, customizable collection. Use phrases like "curate your ear," "build your stack," or "your ear party."
• •Keep it Enthusiastic and Passionate: The brand's energy comes from a genuine love for the product. The copy should reflect this excitement. Use upbeat and positive language that celebrates the fun of self-expression through jewelry.

Social Perception

a personal, founder-led business that is deeply connected to its customers' desires. The narrative is not one of luxury or exclusivity, but of shared passion and accessibility. Customers likely see the brand as a trustworthy and relatable source for affordable, stylish jewelry, founded by someone who is a customer herself.

Copy Examples

• •Tired of the same old studs? So were we. 😉 That's why we created an entire universe of ear candy for you to mix, match, and obsess over. Your ear party starts here.
• •Life's too short for boring jewelry. Explore our collections of affordable, trend-setting earcandy and change your style as often as you change your mind.
• •Meet your new favorite hoops. Crafted to be both stunning and kind to your wallet, these are the price-quality dream our founder, Farrelle, set out to create. Wear them solo or stack them up!
• •A little treat for your ears (and your wallet!)
• •Multiple piercings, endless possibilities. At Farèl Antwerp, we get it. We're here to fuel your earring addiction with new, affordable drops every week. Shop the collection and let's have some fun!