Brand Tone

Personal and Heartfelt, Feminine and Stylish, Approachable and Friendly, Authentic and Sincere

Brand Values

• •Handmade Quality & Craftsmanship
• •Meaningful Connection
• •Integrity
• •Affordable Luxury
• •Customer-Centricity
• •Joy, Luck, and Health

Best Practices

• •Embrace "Heart" Language: Consistently use words like "heart," "love," "joy," "meaningful," and "cherish" to reinforce the core emotional connection of the brand.
• •Tell the "Handmade" Story: Always highlight the handmade aspect, the personal selection of gemstones, and the intention behind each piece. This reinforces quality and authenticity.
• •Maintain a Personal and Approachable Voice: Write as if speaking to a friend or a valued member of the "JLH Family." Use "we" and "you" to create a direct and warm connection.
• •Focus on Benefits Beyond Adornment: Emphasize how the jewelry makes the wearer feel, the moments it can be part of, and the personal expression it allows, rather than just its physical attributes.
• •Be Authentic and Sincere: Ensure all claims about materials, craftsmanship, and brand values are genuine and reflected in the customer experience. Avoid overly salesy or generic language. The founder's personal story is a strong asset here.

Social Perception

Positive Customer Experiences, Appreciation for Handmade Quality, Community Feel, Trusted for Authenticity, No Significant Negative Mentions Found

Copy Examples

• •Instagram Post (New Collection): "Infused with love, crafted by hand. ✨ Our new [Collection Name] pieces are here to share in your moments, big and small. Each gem is chosen with intention, just for you. Discover jewelry that tells your story. #JLHeartOnline #HandmadeWithHeart #NewCollection #MeaningfulJewellery #FeminineStyle"
• •Facebook Ad (Highlighting Value): "Experience the luxury of handcrafted gemstone jewelry, without the traditional markup. At JL Heart Online, we pour our hearts into every piece, bringing you affordable elegance and timeless style. Find your sparkle today. [Link to website] #JLHeart #AffordableLuxury #GemstoneJewelry #ShopSmallSG"
• •Product Description (Jade Pendant): "Carry a piece of harmony with you. Our [Product Name] Jade Pendant is more than just an accessory; it's a symbol of grace and serenity, lovingly handmade to accompany you on life's journey. Each jade is unique, just like your story. #JLHeartJade #HandmadeJewelry #JadeLove #TimelessElegance"
• •Email Newsletter (JLH Family Focus): "Hello, lovely JLH Family! ❤️ We're so grateful for every story you share, every moment you let our jewelry be a part of. This week, we're celebrating the connections that make life beautiful. See our latest pieces, perfect for gifting (or treating yourself!). With love, Juat Li & the JL Heart Team. #JLHFamily #CommunityLove #JewelleryWithHeart"
• •Pinterest Pin Description (Styling Tip): "Feminine, stylish, and uniquely you. ✨ Our [Product Name] earrings add that perfect touch of sparkle to your everyday look or special occasion. Handmade with love in Singapore. How would you style yours? #JLHeartStyle #HandcraftedPerfection #EverydaySparkle #SingaporeJewellery"