Brand Tone

Aspirational yet accessible and friendly; cultivating affordable luxury and sophisticated style; encouraging, positive, and focused on self-expression and creating memories; sophisticated yet welcoming.

Brand Values

• •Quality and Durability
• •Timeless and Modern Style
• •Accessibility
• •Celebration of Moments
• •Customer-Centricity

Best Practices

• •Lead with 'Timeless, not 'Trendy': While the styles are modern, the language should always emphasize their lasting appeal. Use words like 'classic,' 'forever piece,' 'investment,' and 'staple' to reinforce long-term value.
• •Speak the Language of Accessible Luxury: Use evocative and quality-focused words ('brilliance,' 'hand-finished,' 'genuine 14k gold') but always in a context that feels welcoming and attainable, not exclusive or overly technical.
• •Focus on the 'How it Feels', not just 'What it Is': Instead of just listing materials, describe the feeling of wearing the jewelry confidence, elegance, and the joy of self-expression. Connect the jewelry to life's moments.
• •Maintain Visual and Verbal Consistency: The clean, bright, and modern aesthetic of the photos should be mirrored in the copy. Keep sentences clear, concise, and polished. The friendly and approachable tone should be consistent across all customer service interactions, social media replies, and email newsletters.
• •Build a Community Around Shared Values: Encourage user-generated content that aligns with the brand's image. Use captions that ask questions and invite followers to share their stories related to the jewelry, reinforcing the idea that GIALLO is part of their lives and celebrations.

Social Perception

Positive; perceived as a reliable source for stylish, good-quality, and durable jewelry; successfully positioned in the 'demi-fine' space, appealing to consumers seeking lasting yet affordable pieces; active and aesthetically pleasing social media contributes to a current and trustworthy image.

Copy Examples

• •Meet your new forever pieces. Our latest collection combines timeless design with the lasting quality of 14k gold. Designed for your everyday, and every moment yet to come. Discover the collection.
• •Spill the coffee, catch the rain, wash your hands. Our waterproof jewelry is made for real life. Shine on, worry-free.
• •The luxury you deserve, for a little less. For a limited time, find your next signature piece with 30% off our best-sellers. Don't wait to treat yourself.
• •Some bonds are golden. Celebrate your friendship with a gift that lasts as long as your memories. Tag a friend who deserves to shine.
• •How do you style your GIALLO? Show us your layers, your stacks, your signature look. #GialloStyle for a chance to be featured.