Brand Tone

Elegant, personal, and educational, blending sophistication with a heartfelt family legacy and authoritative expertise in pearls.

Brand Values

• •Quality and Craftsmanship
• •Sustainability and Social Responsibility
• •Authenticity and Ingenuity
• •Love and Connection

Best Practices

• •Lead with the Story: Always connect the product back to the brand's core narrative—whether it's the family legacy, the sustainable journey of the pearl, or its role as a modern heirloom. This reinforces the personal, heartfelt tone.
• •Use Elegant and Evocative Language: Employ a sophisticated vocabulary that reflects the luxury of the product. Words like "luminous," "sculptural," "radiant," "enduring," and "timeless" elevate the copy and align with the aspirational tone.
• •Educate, Don't Just Sell: Weave educational details into product descriptions and social media posts. Mentioning a pearl's origin, GIA certification, or unique characteristics builds authority and trust, justifying the premium quality.
• •Emphasize "Why" Over "What": Instead of just describing a ring, explain *why* it was created—to be a symbol of love, a piece of wearable art, or a commitment to sustainability. This creates an emotional connection.
• •Maintain a Warm and Personal Voice: Whether writing an ad or responding to a comment, the tone should feel like it's coming from a passionate and approachable expert. Use "we" to refer to the company and directly address the customer as "you" to create a sense of conversation and community.

Social Perception

Perceived as a modern, vibrant, and inclusive luxury brand that challenges traditional views of pearls, led by a passionate family, and reaching a global clientele with sustainable luxury.

Copy Examples

• •Sculpted by hand, inspired by the sea. Our new Forge Collection ring brings modern form to the timeless soul of the Tahitian pearl. This isn't just an accessory; it's a piece of art designed to move with you, from everyday moments to life's biggest milestones. Discover enduring elegance, made for the new generation. #JaunePearls #SustainableLuxury #ModernHeirloom
• •A symbol of love that's as real and radiant as your own. Our Eternity Promise Rings are crafted with authentic, ethically sourced Tahitian pearls—each with a unique luster that tells a story of devotion. Celebrate your journey with a treasure that will be cherished across generations. #JaunePearls #PearlJewelry #LoveStory
• •Beauty that's born from a healthy planet. At Jaune Pearls, our commitment to sustainability is as deep as the pristine French Polynesian waters where our pearls are born. Wear a piece of jewelry that not only looks beautiful but contributes positively to the world. #JaunePearls #EthicalJewelry #PearlsWithPurpose
• •For my family, pearls were never just business. They were our legacy. When my sister and I reimagined Jaune Pearls, we wanted to share that passion with you—blending decades of expertise with a fresh, contemporary vision. Thank you for being part of our story. - Melizza Jaune Tanpoco, Head of Jaune Pearls.
• •The quiet constant in your wardrobe. As natural with denim as it is with silk, the Classique Pearl Necklace is designed for permanence. Featuring a single, hand-selected Tahitian pearl with exceptional luster, this piece speaks softly and elegantly. Handcrafted and sourced with integrity, it's a modern essential built to be passed on, not left behind. #JaunePearls #TimelessElegance