Brand Tone

youthful, trendy, and aspirational. It's friendly and engaging, using emojis and popular social media slang to connect with its younger demographic. The language is accessible and enthusiastic, focusing on the excitement of receiving and wearing their jewelry.

Brand Values

• •Affordability & Accessibility: Offering trendy, luxury-inspired pearl jewelry at a lower price point.
• •Community & Collaboration: Building a brand through a network of ambassadors and user-generated content.
• •Trend-focused Style: Staying current with the latest fashion and jewelry trends.
• •Handmade Quality: Emphasizing that their products are handcrafted, which adds a personal touch.

Best Practices

• •Stay Visually Driven: Continue to prioritize high-quality, user-generated-style visuals in all marketing materials. Let the images and videos do most of the talking.
• •Embrace Social Slang and Emojis: Keep the language current and relatable to your target audience by using popular slang and emojis where appropriate, particularly on social media.
• •Foster Community Engagement: Actively respond to comments, run contests and giveaways, and feature customer content to maintain a strong sense of community.
• •Highlight Affordability and Quality: Consistently mention the accessible price point and the handmade, freshwater pearl quality of the jewelry to reinforce these key brand values.
• •Keep it Aspirational but Attainable: The brand's messaging should continue to feel aspirational and on-trend, while the price and accessibility make it an attainable luxury for its followers.

Social Perception

GIL is perceived as a trendy and desirable brand among its target audience. It has successfully created a sense of exclusivity and aspiration through its popular ambassador program. The brand is seen as a go-to for cute, affordable pearl jewelry, and the unboxing experience is a significant part of its appeal. The general perception is that of a modern, social-media-savvy brand that understands its customers' desires for fashionable yet affordable accessories.

Copy Examples

• •That feeling when your GIL package arrives ✨ Get ready to unbox some serious pearlfection. Tap the link in our bio to get yours! #GILpearls #unboxing #pearljewelry #affordableluxury
• •Your daily arm candy, sorted. Which stack is your fave? 👇 #GILpearls #braceletstack #jewelryhacks #trendyjewelry
• •Handmade with love, just for you. Discover our latest collection of freshwater pearl jewelry.
• •✨ You've got great taste! Here's a little something from us...
• •Ready to join the GIL girl gang? We're looking for trendsetters and pearl lovers to become our next brand ambassadors! Tap to apply. #GILambassador #brandambassador #jointhemovement