Brand Tone

Elegant and Empowering

Brand Values

• •Quality and Durability
• •Elegance and Style
• •Customer Trust
• •Self-Esteem and Empowerment
• •Accessibility

Best Practices

• •Lead with Empowerment: Always frame the narrative around the customer. The jewelry is the tool, but her confidence, style, and self-expression are the focus. Use empowering and uplifting language.
• •Balance Elegance with Accessibility: Use sophisticated language to describe the product's design and quality ("crafted," "refined," "exquisite"), but keep call-to-actions and social media interactions friendly and clear ("Shop now," "Show us your style!").
• •Highlight Quality as a Reassurance: In product descriptions, ads, and FAQs, consistently mention the key quality features (e.g., 18k gold plating, hypoallergenic, warranty). This builds trust and justifies the purchase.
• •Tell a Story: Use social media captions to create small narratives. Instead of just saying "New necklace," try "The final touch for that unforgettable evening." This connects the product to the customer's life experiences.
• •Maintain a Consistent Voice Across Platforms: While the tone may be slightly more casual on TikTok than on the website's product page, the core values of elegance, quality, and empowerment must be present everywhere. Ensure all copy, from ad campaigns to customer service replies, reflects this unified brand personality.

Social Perception

The public perception of IT Jóias appears to be very positive. Customers who interact with the brand online or leave testimonials view it as a reliable source for high-quality, beautiful, and stylish semi-jewels. The brand is perceived as trustworthy and professional, with an appreciation for its excellent customer service. The active and engaging presence on social media helps foster a sense of community and positions IT Jóias not just as a retailer, but as a brand that understands and celebrates its customers' lifestyles.

Copy Examples

• •Define your moment. Our new Alvorada Collection is crafted for the woman who shines from within. Discover pieces that are more than just jewelry—they are a statement. #ITJoias #Elegance #NewCollection
• •Timeless Elegance, Guaranteed Quality. Our semi-jewels are crafted with 18k gold plating and hypoallergenic materials, designed to last. Wear your confidence, worry-free.
• •From a morning meeting to a night out, one piece is all you need. ✨ Style our Riviera Necklace your way and let your confidence sparkle. #JewelryHack #StyleInspo #ITJoias
• •You are the 'IT' in IT Jóias. As a thank you for being part of our journey, here is an exclusive first look at our upcoming arrivals. Get ready to fall in love all over again.
• •The perfect touch of sophistication. Elevate any look instantly with our best-selling diamond-cut earrings. Shop now and enjoy free shipping on your order.