Brand Tone

Sophisticated & Artistic, Empowering & Confident, Evocative & Story-Driven, Modern & Timeless, Approachable Luxury

Brand Values

• •Individuality & Self-Expression
• •Craftsmanship & Quality
• •Vintage Inspiration, Modern Vision
• •Ethical Production & Sustainability
• •Empowerment
• •Artistry & Storytelling

Best Practices

• •Lead with a Narrative: Frame product descriptions and social media posts around storytelling. Use language that evokes emotion, individuality, and the unique journey of the wearer.
• •Speak to the "Unapologetic" Individual: Consistently adopt an empowering and confident tone that celebrates boldness, self-expression, and dressing for oneself.
• •Showcase Artistry and Provenance: Regularly highlight terms like "handcrafted," "sculptural," "vintage-inspired," "modern edge," and "Brooklyn atelier" to reinforce the brand's quality and unique design perspective.
• •Balance Aspiration with Connection: While the brand has a sophisticated and artistic feel, ensure the language remains inspiring and relatable, avoiding overly aloof or exclusive phrasing. Make luxury feel personal.
• •Weave in Values Seamlessly: Integrate mentions of ethical sourcing, sustainability, and the empowerment of women (including the WOC-led atelier) naturally into the brand's communication, demonstrating these are intrinsic qualities, not just marketing points.

Social Perception

Fashion-Forward & Desirable, Artistic & Unique, Quality Craftsmanship, WOC-Owned & Ethical, Expressive & Bold

Copy Examples

• •Unearth your narrative. The new Julietta collection has arrived, blending iconic echoes of the past with the bold pulse of now. Sculpted by hand, for your story.
• •More than an adornment. It's an attitude. Our [Piece Name] is an invitation to own your unique brilliance. #ShopJulietta #StatementJewelry #Handcrafted
• •Crafted with intention, worn with soul. At Julietta, timeless design meets conscious creation. Our commitment to recycled metals and our Brooklyn atelier means every piece is part of a more beautiful future.
• •She doesn't follow trends, she defines them. The Julietta woman is a curator of her own iconic style. Our jewelry is simply her signature.
• •Welcome to the World of Julietta. Discover pieces that speak your language. Enjoy 15% off your first foray into unapologetic elegance.