Brand Tone

aspirational, elegant, and confident

Brand Values

• •Inclusivity and Empowerment
• •Quality Craftsmanship
• •Femininity and Elegance
• •Nigerian Heritage
• •Accessibility of Luxury

Best Practices

• •Lead with 'You': Center the copy around the customer to make the message more personal and engaging.
• •Use Evocative and Empowering Language: Consistently use words like 'empower,' 'celebrate,' 'radiate,' 'effortless,' and 'signature' to reinforce the brand's aspirational and elegant tone.
• •Highlight Craftsmanship and Quality: In product descriptions, mention specific details like 'hand-stitched embellishments' or 'structured silhouette' to communicate quality and design integrity.
• •Tell a Story: Create emotional connections and make the brand more memorable by sharing stories about the founder, collection inspiration, or customer experiences.
• •Maintain a Consistent Voice Across All Channels: Ensure the sophisticated and confident tone is consistent across the website, social media, emails, and customer service interactions to build a cohesive brand personality.

Social Perception

Overwhelmingly positive. Perceived as a reliable source for beautiful, well-made occasion wear that makes women feel special, confident, and receive compliments. Growing global recognition and desirability.

Copy Examples

• •Define elegance. Our new ALAIA dress, with its cascading ruffles and vibrant hue, is designed not just to be worn, but to be remembered. Step into your moment.
• •For Every Woman, For Every Occasion. Discover dresses that celebrate you. From standout pieces for your biggest events to chic styles for every day, find your perfect fit with Jewel Jemila.
• •Feel the confidence of a perfect fit. At Jewel Jemila, we believe that true style is effortless. That's why each dress is crafted to complement your figure and inspire confidence from within. Enjoy 10% off your first order and discover your new favorite dress.
• •A day to celebrate her, a dress you'll love forever. Our collection of bridesmaid gowns comes in a range of vibrant colors and elegant styles, designed to make every woman in the bridal party feel beautiful. Explore the collection.
• •From our Lagos boutique to your next big event. ✨ Watch the making of our iconic LOLA dress and see the craftsmanship that goes into every stitch. #JewelJemila #MadeInNigeria #FashionTikTok