Brand Tone

Serene, spiritual, inspiring, sophisticated, knowledgeable, gentle, evocative, calm elegance, and mindful luxury.

Brand Values

• •Craftsmanship and Quality
• •Meaning and Spirituality
• •Travel and Discovery
• •Modern Bohemian Aesthetic
• •Authenticity

Best Practices

• •Lead with the 'Why': Always connect the product back to the core values of travel, spirituality, and craftsmanship. Don't just sell a necklace; sell a "talisman for your journey."
• •Use Evocative, Sensory Language: Employ words that create a feeling of calm, magic, and elegance. Terms like "luminous," "serene," "handcrafted," "journey," "spirit," and "glow" reinforce the brand's serene and spiritual tone.
• •Tell the Story: Continuously weave the founder's story and travel inspirations into the copy. This authenticates the brand and builds a deeper connection with the audience. Mentioning specific locations or the GIA certification adds credibility.
• •Maintain a Visually Cohesive Feed: Ensure photography and graphics match the brand's tone—clean, elegant, and often incorporating natural elements. The copy and visuals should work together to create a unified "modern bohemian" world.
• •Engage Mindfully: When responding to comments and messages, maintain the serene and appreciative tone. Thank customers for sharing their stories and experiences with the jewelry to reinforce the idea of community and shared values.

Social Perception

Jai Style is perceived as a high-quality, artisanal jewelry brand with a unique and beautiful aesthetic. Customers appreciate that the pieces are not just decorative but also carry personal significance. The brand is seen as a local gem within the Vancouver artisan community. The connection to a real person and her story resonates with consumers, who see the jewelry as a "small piece" of the founder's spiritual passion. There is strong appreciation for the quality and weight of the sterling silver pieces.

Copy Examples

• •Find the talismans for your journey. Each piece is handcrafted with intention, designed to capture the magic of discovery and the serenity of the sea. Adorn your story. #JaiStyle #ModernBohemian #TalismanJewelry
• •Inspired by Wanderlust, Crafted by Hand. Discover jewelry that carries a story. Welcome to Jai Style, where every piece is a talisman for the modern bohemian.
• •More than just jewelry, it's a feeling. Stack your story with our handcrafted sterling silver bracelets and ethically sourced gemstones. Made with love in our Vancouver studio for your everyday journey. Shop the collection now.
• •Embrace the glow. Our 'Luna' necklace features a luminous moonstone, the stone of new beginnings, set in polished .925 sterling silver. Let this talisman be a reminder of your inner light and the endless possibilities that await. Handcrafted to be treasured.
• •A little magic for your inbox ✨ Hello, wanderer. We believe that what we wear should be as meaningful as it is beautiful. Our latest collection is inspired by the serene landscapes of Sumba and the ancient traditions we hold dear...