Brand Tone

Playful & Humorous, Bold & Statement-Making, Confident & Edgy, Inclusive & Empowering, Artistic & Creative, Approachable & Friendly

Brand Values

• •Individuality & Self-Expression
• •Inclusivity & Diversity
• •Creativity & Artistry
• •Quality Craftsmanship
• •Boldness & Confidence
• •Community Engagement
• •Fun & Playfulness

Best Practices

• •Embrace the Bold: Don't shy away from confident, declarative statements. Use vibrant adjectives and an active voice.
• •Inject Playfulness: Incorporate humor, wit, and a sense of fun where appropriate. Emojis can be used judiciously on social media to enhance this.
• •Champion Inclusivity: Use language that welcomes everyone. Actively speak to and celebrate diversity, particularly the LGBTQ+ community, reflecting the brand's queer-owned identity.
• •Highlight "Handmade" & "Artistic": Remind customers of the craftsmanship and unique artistry behind each piece. Words like "handcrafted," "Brooklyn-made," "wearable art," and "designer" reinforce this.
• •Stay "Iconic": Use aspirational and empowering language. Position the jewelry not just as an accessory, but as a piece that helps the wearer feel confident and unique – an "ISLYicon."

Social Perception

Unique & Trendy, High Quality & Artistic, Empowering & Inclusive, Celebrity-Approved, Good Value, Fun & Eye-Catching

Copy Examples

• •Dare to be dazzling. Our new [Collection Name] earrings aren't just accessories, they're armor for the unapologetically fabulous. Handcrafted in Brooklyn, because your lobes deserve iconic.
• •Why whisper when you can ROAR? 🌈 Turn up the volume on your look with this slice of wearable art. #ISLYNYC #StatementJewelry #ColorYourWorld
• •Loud, Proud, & Acrylic. Celebrate who you are, always. ISLY NYC: Adorning every shade of fabulous in the LGBTQ+ community and beyond. #ISLYPride #QueerOwned
• •Life's too short for boring jewelry. This isn't your grandma's charm bracelet (unless your grandma is an absolute legend). Add some Brooklyn-made sass to your wrist. 😉
• •Spotted: Your new favorite obsession. 😉 Come play dress-up with us at Artists & Fleas, Chelsea Market! We've got the drip to make your OOTD iconic. #ISLYicon #NYCFashion #HandmadeJewelry