Brand Tone

Elegant, descriptive, reassuring, and trendy

Brand Values

• •Quality and Durability
• •Style and Elegance
• •Versatility and Practicality
• •Customer Reassurance
• •Trend Awareness

Best Practices

• •Develop a Core Style Guide: Document key brand vocabulary (e.g., "elegant," "hochwertig," "langlebig," "stilvoll," "trendig"), preferred sentence structures, and a "words to avoid" list. This ensures everyone writing for the brand is aligned.
• •Adapt, Don't Abandon, Tone Across Platforms: While the core tone remains (e.g., elegant, quality-focused), adjust the expression for each platform. TikTok can be more playful and visual with concise text, while product descriptions can be more detailed and reassuring. The underlying message of style and quality should persist.
• •Focus on "You" (The Customer): Frame benefits around the customer. Instead of just "Our jewelry is durable," use "You'll love how our durable jewelry withstands daily wear." This makes the copy more engaging and relatable. Product descriptions like "sie werden dich auf jeden Fall begleiten und dein Aussehen aufwerten" (they will definitely accompany you and enhance your look) already do this well.
• •Highlight Key Values Consistently: Regularly weave in the brand's core values (quality, style, practicality, trend-awareness) into all copy, whether it's a social media post, product description, or email. For example, always mention "wasserfest und nickelfrei" where applicable.
• •Review and Refine: Periodically review all customer-facing copy to ensure it aligns with the defined tone and values. Gather feedback (if possible, through customer surveys or social listening, though external data is currently limited for this brand) to see how the tone is being perceived and make adjustments as needed. Check for consistency in terminology (e.g., consistently using "Edelstahl" or "Titanstahl" as appropriate).

Social Perception

A provider of fashionable, good-quality, and accessible jewelry. Projects an image of a provider of fashionable, good-quality, and accessible jewelry.

Copy Examples

• •Facebook/Instagram Ad (Image: Model wearing the "AURELLIA Earrings"): Erlange mühelosen Glamour. ✨ Unsere AURRELIA Ohrringe aus hochwertigem Edelstahl sind wasserfest, nickelfrei und bereit, dich stilvoll durch jeden Tag zu begleiten. Entdecke zeitlose Eleganz, die hält. #HMSschmuck #ElegantUndAlltagstauglich #Schmuckliebe (Translation: Achieve effortless glamour. ✨ Our AURRELIA earrings made of high-quality stainless steel are waterproof, nickel-free, and ready to stylishly accompany you through every day. Discover timeless elegance that lasts. #HMSjewelry #ElegantAndEverydayWear #JewelryLove)
• •TikTok Video Caption (Short, engaging video showcasing various necklaces): Dein neuer Lieblingsbegleiter? 😍 Die SELIN Halskette – Gold, edel & voll im Trend! Welcher Look ist dein Favorit? #HMSjewelry #StatementKette #SchmuckTrends2025 #MustHaveAccessoire (Translation: Your new favorite companion? 😍 The SELIN necklace – gold, precious & totally on trend! Which look is your favorite? #HMSjewelry #StatementNecklace #JewelryTrends2025 #MustHaveAccessory)
• •Product Page Snippet (for a new ring): Mehr als nur ein Ring – ein Versprechen von Stil. Gefertigt für die Ewigkeit, designt für den Moment. Erlebe [Product Name], wo Qualität auf modernen Charme trifft. Natürlich wasserfest und hautfreundlich. (Translation: More than just a ring – a promise of style. Crafted for eternity, designed for the moment. Experience [Product Name], where quality meets modern charm. Naturally waterproof and skin-friendly.)
• •Email Newsletter Subject Line: ✨ Dein Update für zeitlose Eleganz: Neue Schmuckstücke bei HMS! (Translation: ✨ Your update for timeless elegance: New jewelry pieces at HMS!) Body Snippet: Hallo [Customer Name], entdecke unsere neuesten Kreationen, die deinem Alltag einen Hauch von Luxus verleihen. Von filigranen Armbändern bis hin zu ausdrucksstarken Colliers – finde dein perfektes Schmuckstück, das so einzigartig ist wie du. Langlebig, stilvoll und immer passend. (Translation: Hello [Customer Name], discover our latest creations that add a touch of luxury to your everyday life. From delicate bracelets to expressive necklaces – find your perfect piece of jewelry that is as unique as you are. Durable, stylish, and always fitting.)
• •Instagram Story (Poll: "Gold oder Silber?" showing two similar jewelry pieces): Gold-Glanz oder Silber-Statement? 💛🤍 Du entscheidest! Unsere Schmuckstücke sind gemacht, um deinen individuellen Stil zu unterstreichen. Robust, schick und immer ein Hingucker. #HMSstyle #Schmuckwahl #DailyGlam (Translation: Gold shine or silver statement? 💛🤍 You decide! Our jewelry pieces are made to emphasize your individual style. Robust, chic, and always an eye-catcher. #HMSstyle #JewelryChoice #DailyGlam)