Brand Tone

Aspirational yet Accessible, Personal & Story-Driven, Confident & Stylish, Enthusiastic & Passionate, Direct & Clear

Brand Values

• •Timeless Style
• •Personality & Self-Expression
• •Affordability & Value
• •Quality & Durability
• •Personal Connection
• •Passion

Best Practices

• •Use words like "classic," "enduring," "forever pieces."
• •Use phrases like "tell your story," "express your essence," "personal touch."
• •Balance Aspiration with Accessibility: Use evocative language that speaks to style and confidence ("iconic," "luxe," "radiate confidence") but always ground it with the value proposition of affordability and quality materials.
• •The tone should be inviting, enthusiastic, and assured, reflecting the founders' passion and the confidence they want wearers to feel.
• •Be Clear and Direct in Calls to Action: While the descriptive copy can be more emotive, ensure that prompts to shop, learn more, or engage are straightforward and easy to understand (e.g., "Shop Now," "Discover the Collection," "Find Your Perfect Pair").

Social Perception

A go-to source for stylish, timeless, and affordable accessories that add a personal touch and boost confidence.

Copy Examples

• •Shop our new arrivals!
• •Discover pieces you'll love today, and cherish forever.
• •Explore our curated collection of sunglasses and jewelry, designed with love, quality, and your unique spark in mind.
• •Affordable luxury, because you deserve it.
• •Draag IZZI, draag zelfvertrouwen (Wear IZZI, wear self-confidence).