Brand Tone

Elegant & Feminine, Modern & Trendy, Aspirational & Stylish, Approachable & Accessible, Conscious

Brand Values

• •Quality Design
• •Affordability
• •Modern Aesthetics
• •Customer Focus
• •Sustainability

Best Practices

• •Maintain an Elegant & Aspirational Voice: Use refined language that evokes sophistication and style. Focus on the beauty and craftsmanship of the pieces.
• •Emphasize Modernity & Trend-Awareness: Highlight new arrivals, current trends (while still being timeless), and the contemporary nature of the designs.
• •Balance Quality with Accessibility: Reinforce the "designer" and "high-quality" aspects while also subtly reminding customers of the "well-priced" value proposition.
• •Incorporate Conscious Language (where appropriate): When discussing materials or collections, subtly weave in terms related to sustainability and ethical choices if applicable to the specific product, aligning with their stated policy.
• •Be Visually Descriptive & Evocative: Use words that help the customer imagine wearing the jewellery – "delicate shimmer," "bold statement," "effortless elegance." Let the language complement the visual nature of the products.

Social Perception

Jolie & Deen is generally perceived as a reputable Australian brand offering stylish and contemporary jewellery at accessible price points. It's seen as on-trend and has garnered a following that includes influencers. The association with retailers like David Jones adds to its credibility. The brand is appreciated for its "clean and modern aesthetic" and "unique approach to detailing".

Copy Examples

• •Headline: Elevate Your Everyday. Discover Jolie & Deen. Body: Timeless pieces, designed in Melbourne. Explore our new collection of modern classics and find the perfect accent for your unique style. Affordable luxury, crafted to inspire.
• •Headline: Sustainable Sparkle. Shine Responsibly. Body: At Jolie & Deen, beauty and responsibility go hand in hand. Our latest sustainable collection features exquisitely crafted jewellery using eco-friendly materials and ethical practices. Look good, feel good, do good.
• •Headline: Inspired by You. Designed for Now. Body: From delicate essentials to statement showstoppers, our jewellery is created for the modern woman. Fresh designs drop regularly – because your style is always evolving. What will you discover today?
• •Headline: The Gift of Gleam. Perfect Presents, Effortlessly Found. Body: Spoil someone special (or yourself!) with Jolie & Deen. Explore curated gifts under $50, $100, or find that breathtaking bridal piece. Beautifully designed, beautifully priced.
• •Headline: Melbourne Made, Globally Loved. Body: Born from a passion for quality and contemporary design, Jolie & Deen brings you jewellery that’s both on-trend and timeless. Join our community and express your style with pieces that tell a story.