Brand Tone

Elegant, Heartfelt, and Accessible

Brand Values

• •Quality and Craftsmanship
• •Uniqueness and Individuality
• •Sustainability and Ethical Responsibility
• •Customer-Centricity
• •Community and Giving Back

Best Practices

• •Maintain a Lexicon of Core Brand Words: Consistently use words like "crafted," "elegant," "timeless," "unique," "story," and "meaningful" across all platforms to reinforce brand identity.
• •Segment Messaging for Buyer vs. User: Create distinct copy for end-users (women, focusing on self-expression) and gift-givers (men, focusing on the perfect gift and emotional reaction).
• •Lead with the "Why," Not Just the "What": Focus on the emotion or story a product represents rather than just its features, connecting it to the customer's life.
• •Balance "Luxury" with "Accessibility": Pair aspirational words like "exquisite" and "luxury" with reassuring terms like "affordable" and "within reach" to highlight the brand's unique positioning.
• •Amplify Customer Voices: Leverage positive customer reviews and testimonials in marketing materials as social proof to build trust and validate quality claims.

Social Perception

Overwhelmingly positive, centered on high quality at an affordable price, with amazing, friendly, and helpful customer service.

Copy Examples

• •Your story, blooming in silver. ✨ Our Lucky Blooming Wildflower Ring isn't just an accessory; it's a reminder to grow with grace and embrace your unique journey. Crafted from sustainable sterling silver to be as resilient and beautiful as you are. #JoliLily #WearYourStory
• •New Arrivals: Timeless Elegance, Designed for Your Now. Discover pieces that feel like they were made just for you.
• •A charming embrace, captured in sterling silver. The Sweet Double Love Bear Necklace symbolizes affection and heartfelt connection, making it the perfect meaningful gift for someone special or a sweet tribute to your own loving heart. Hypoallergenic and crafted for everyday wear, it’s a piece of joy you can carry with you always. Because everyone deserves to be celebrated.
• •TikTok Video Concept: From daily tasks... to dazzling moments. Jewelry as versatile as you are. Joli Lily.
• •The Art of Meaningful Gifting. Find exquisitely crafted jewelry that tells a story of love and appreciation. Enjoy complimentary luxury gift wrapping on all orders.