Brand Tone

Empathetic, Aspirational, Personal, Positive, Approachable & Friendly

Brand Values

• •Giving Back/Charity
• •Empowerment
• •Quality & Craftsmanship
• •Personalization & Meaning
• •Community & Connection
• •Entrepreneurial Spirit & Passion

Best Practices

• •Always Lead with Heart: Integrate the "giving back" narrative naturally. Whether it's a product description or a social media post, find authentic ways to connect purchases to purpose.
• •Embrace "We" and "You": Foster a sense of community and direct connection by using inclusive language. Speak to the customer as part of the "Franc Fam."
• •Tell Stories, Not Just Sell Products: Share the journey of the brand, the inspiration behind collections, and the impact of charity partnerships. Make the copy about more than just the physical item.
• •Balance Aspiration with Accessibility: While showcasing on-trend and designer aspects, maintain an approachable and friendly tone that makes the brand feel welcoming and inclusive.
• •Be Visually and Verbally Consistent: Ensure the positive, empowering, and stylish tone is reflected not just in words but also in imagery and the overall aesthetic across all platforms. The TikTok fun should align with the website's heartfelt messaging.

Social Perception

Loved Australian Brand, Charitable & Ethical, Stylish & Fashion-Forward, Good Customer Service (Generally), Associated with Personalization

Copy Examples

• •Headline: More Than Just Sparkle: Jewellery That Gives Back. Body: "At Francesca, we believe beauty shines brightest when it’s shared. Each piece you choose helps us support incredible causes across Australia, because making a difference is always in style. Discover jewellery with heart."
• •Headline: Your Story, Beautifully Told. Body: "From cherished moments to dreams you hold close, our engravable lockets and personalized charms are designed to carry your unique story. Create a piece that’s all you, a timeless reminder of what truly matters."
• •Headline: Sister-Founded, Community-Grown. Body: "What started as two sisters at a market stall has blossomed into a beautiful Franc Fam, thanks to you! We’re passionate about creating on-trend designs you’ll love, all while empowering our amazing team and giving back to the community that inspires us every day."
• •Headline: Treat Yourself, Uplift Others. Body: "Indulge in a little everyday luxury that feels good, inside and out. Our latest collection is here, crafted with love and a commitment to making a positive impact. Find your new favourite piece and join us in spreading kindness."
• •Headline: Design Your Dream: The Francesca Create Experience. Body: "Unleash your inner designer! With Francesca Create, you choose the charms, the chains, the story. It’s more than jewellery; it’s a reflection of you, a meaningful treasure crafted to last."