Brand Tone

Friendly, Relatable, Passionate, Authentic, Aspiring, Chic, Slightly Playful/Witty

Brand Values

• •Quality and Durability
• •Timelessness (Slow Fashion)
• •Authenticity & Realness
• •Versatility and Comfort
• •Accessibility/Affordability (implied)
• •Friendship and Shared Experience

Best Practices

• •Storytelling is Key: Continuously weave the brand's origin story (two friends, a shared problem, passion for real gold) into communications. This reinforces authenticity and relatability.
• •Emphasize "Real" and "Slow": Consistently highlight the 18k gold quality and the idea of "slow jewelry" that lasts, countering the fast-fashion narrative. Use phrases like "joyería real," "para toda la vida" (for a lifetime).
• •Visual Consistency: Maintain the bright, chic, and often travel-infused aesthetic on Instagram and the website. Ensure product photography clearly shows the quality and detail of the gold.
• •Engage Like a Friend: Respond to comments and DMs with the same friendly, approachable, and slightly playful tone the founders embody. Ask questions, share behind-the-scenes glimpses (like Marian handling social media, or design inspirations).
• •Educate Gently: Briefly explain the value of 18k gold (durability, suitability for daily wear, even in water) to reinforce why it’s an investment, without being overly technical. This aligns with their value of offering quality.

Social Perception

Positive (among its niche), Associated with Travel and Lifestyle, Trustworthy (for quality), Confusion Risk

Copy Examples

• •Instagram Post (Image: Layered gold necklaces on a woman enjoying a sunset by the sea): Golden hour, golden layers. ✨ Our 18k treasures are made for moments like these – and every moment after. Real gold, real memories, forever yours. #GringasBrand #JoyeriaReal #SlowLuxury
• •Website Banner (Homepage): Tired of jewelry that doesn't last? So were we. Discover GRINGAS: Real 18k gold pieces designed by friends, for keeps. Wear your story, every day.
• •Product Description (for a versatile gold ring): Meet your new everyday (and night!) obsession. Handcrafted in 18k solid gold, this ring isn’t just beautiful – it’s made to swim, celebrate, and simply be with you through it all. Because real life deserves real jewelry.
• •Email Newsletter Subject: That feeling of 18k gold against your skin? ✨ Unforgettable. (Body snippet): Remember when jewelry was made to last? We do. At GRINGAS, we’re bringing back the beauty of real, 18k gold pieces you’ll never want to take off. Crafted with love, inspired by life’s adventures.
• •Instagram Story (Poll): (Image: Two different ways to style a Gringas bracelet stack) How do you wear your GRINGAS? ✨ A) Delicately solo B) Boldly stacked! Vote below & show us your style! #GringasStyle #18kGold