Brand Tone

Elegant, Aspirational, and Feminine, with a Modern and Friendly touch.

Brand Values

• •Quality and Durability
• •Accessible Luxury
• •Timeless Style
• •Self-Expression
• •Customer Connection

Best Practices

• •Lead with the Durability Value: Always emphasize the "water-resistant" and "stainless steel" qualities. This is a primary differentiator and a key reason for customers to trust the brand. It directly addresses a major pain point of affordable jewelry.
• •Balance Elegant and Approachable Language: Use evocative and sophisticated words like "sublime," "elegant," "timeless," and "curated," but pair them with a friendly, modern tone and accessible emojis (✨, 🤍). This combination reflects the brand's identity of accessible luxury.
• •Incorporate the "Sublime" Narrative: Weave the brand name and its meaning into the copy. Using words like "sublime," "shine," and "radiant" reinforces the aspirational quality and brand name recognition.
• •Tell a Visual Story with Words: Ensure the copy complements the visual aesthetic. If the visuals are warm and golden, use words that evoke light, sun, and radiance. If they are minimalist, use clean, concise copy.
• •Foster Community Through Engagement: End social media captions with questions that invite conversation. Ask followers about their style, how they would wear a piece, or what they want to see next. This builds a loyal community, not just a customer base.

Social Perception

The public perception of Jewellery So is likely that of a chic, trustworthy, and modern online jewelry boutique.

Copy Examples

• •Meet your new everyday essential. Crafted from water-resistant, gold-plated steel, the Aurelia necklace is designed to be lived in. Wear it solo for a touch of simple elegance, or layer it to tell your own style story. ✨ #JewellerySo #TimelessStyle
• •Effortless elegance, made to last. That French-girl chic? It’s all in the details. Discover our new collection of sublime, water-resistant jewelry and find the pieces you’ll never want to take off.
• •(Image showing a hand with stacked rings vs. a single statement ring) How do you wear your rings? ✨ Poll options: The more the merrier vs. Minimalist all the way
• •POV: You finally found jewelry that can keep up with your life. Our stainless steel pieces are made to be worn, loved, and never taken off. 💧 #WaterproofJewelry #JewellerySo #AcierInoxydable
• •Jewellery so sublime, you can live in it. We believe in beauty that lasts. That's why every piece in our collection is crafted from high-quality, water-resistant stainless steel and gold plating. Our designs are inspired by timeless elegance and made for the modern woman who needs her jewelry to be as resilient and radiant as she is.