Brand Tone

Feminine & Elegant, Approachable & Friendly, Aspirational yet Accessible, Passionate & Authentic, Trendy & Playful (especially on TikTok)

Brand Values

• •Quality & Durability
• •Accessibility/Affordability
• •Empowerment & Confidence
• •Handmade Craftsmanship & Authenticity
• •Timelessness
• •Conscious Consumption (emerging value)

Best Practices

• •Create a Brand Voice Guide: Document key attributes of the Jelac tone (e.g., elegant, approachable, empowering, authentic) with examples of "do's and don'ts" for language, sentence structure, and common phrases. This ensures anyone writing copy understands the desired voice.
• •Focus on "Her": Always write with the target customer in mind. Use language that resonates with her aspirations, daily life, and values (e.g., feeling beautiful, confident, wanting quality that lasts, appreciating authenticity).
• •Balance Elegance with Accessibility: While showcasing the beauty and aspirational qualities of the jewelry, consistently weave in the practical benefits (water-resistant, hypoallergenic, durable stainless steel, handmade quality) and the accessible nature of the brand.
• •Tell the Story (Subtly and Overtly): Incorporate elements of the founder's passion, the handmade aspect, and the "jewelry with a soul" concept into product descriptions, social media posts, and "About Us" content to reinforce authenticity and connect on an emotional level.
• •Adapt, Don't Abandon, Tone Across Platforms: While TikTok copy might be more playful and use more slang/trends than a website product description, the core values of elegance, quality, and empowerment should still subtly underpin the message. Ensure consistency in highlighting key product features like water resistance and hypoallergenic qualities across all communications.

Social Perception

Positive for its Target Audience, Appreciation for Aesthetics, Trust in Product Claims, Connection with Founder's Story (for those aware). The brand is relatively new (launched late 2024), so broad public perception is still forming. Initial perception seems to be built around the product's tangible benefits and aesthetic appeal, with a layer of authentic, passion-driven entrepreneurship.

Copy Examples

• •Instagram Post (Image: Woman smiling, wearing a Jelac necklace layered with another): Elegance is an attitude, and your jewelry is the exclamation point. ✨ Our handcrafted [Necklace Name] in stainless steel – designed to shine with you, rain or shine. #JelacJewelry #HandmadeElegance #WaterResistantChic
• •TikTok Video (Quick cuts of different ways to style a set of rings): Stack 'em, style 'em, make 'em YOURS! 💍 Jelac rings: everyday luxury that’s as resilient as you are. Hypoallergenic & water-resistant, because life’s too short for fussy jewelry! #JelacVibes #RingStack #AffordableLuxury #TikTokMadeMeBuyIt
• •Website Banner (Homepage): Discover Jelac: Timeless. Handcrafted. Yours. Explore our collection of water-resistant stainless steel jewelry, made with passion in Annecy to make you feel beautiful, every day.
• •Email Newsletter Subject Line: A Little Sparkle, A Lot of Confidence ✨ Your New Jelac Favorites Await! Body Snippet: At Jelac, we believe every woman deserves jewelry that's as strong and beautiful as she is. Our latest arrivals are designed to be lived in – waterproof, hypoallergenic, and handcrafted with love. Find your new signature piece today.
• •Product Description (for a delicate bracelet): Meet the 'Aura' bracelet – a whisper of elegance for your wrist. Lovingly handcrafted from gold-plated stainless steel, this water-resistant beauty is perfect for adding a subtle glow to your everyday moments. Designed in our Annecy workshop to accompany you effortlessly. #JelacBijoux #DelicateDetails #EverydayShine