Brand Tone

Aspirational, trendy, and confident, evoking luxury and status associated with hip-hop culture, balanced with an emphasis on affordability and accessibility.

Brand Values

• •Style and Self-Expression
• •Affordable Luxury
• •Customization

Best Practices

• •Embrace the Aspirational Language: Consistently use powerful and confident words that align with the hip-hop luxury image. Phrases like "command attention," "elevate your style," and "unleash your shine" reinforce this tone.
• •Highlight the Value Proposition: In all communications, balance the luxury feel with the message of affordability. Clearly state that moissanite offers a smart, cost-effective alternative to diamonds.
• •Encourage and Showcase User-Generated Content: Actively feature customers wearing the jewelry on social media. This builds social proof and reinforces the idea that the brand is for real people, which can help counteract negative reviews.
• •Be Transparent About Customization and Shipping: Clearly communicate the production and delivery times for custom orders on the product page and in order confirmations to manage customer expectations and reduce frustration.
• •Address Quality Concerns Proactively: While avoiding direct engagement with unsubstantiated negative claims, use marketing materials to emphasize the quality of the materials used (e.g., "925 sterling silver," "VVS moissanite"). This helps to build confidence in potential buyers.

Social Perception

Highly polarized. Positively, seen as a source of stylish, affordable, and durable fashion jewelry offering good value. Negatively, viewed with suspicion due to concerns about product quality, authenticity, and customer service, particularly the discrepancy between advertising and actual product.

Copy Examples

• •Ice on your neck, fire in your soul. Our new moissanite collection is here to make a statement without saying a word. Shine brighter. #Kankco
• •You don't need a record deal to rock a platinum look. Get the drip you deserve with our hip-hop inspired chains and pendants. Shop now and get 15% off your first order.
• •Keep your memories close and your style closer. Our custom photo pendants are crafted to turn your favorite moments into a timeless piece of art. Upload your photo and let us handle the shine.
• •(Video opens with a close-up of a sparkling moissanite ring) They said it's not a diamond. We said, it's smarter. Get the same fire and brilliance for a fraction of the price. Who's winning now? #Moissanite #JewelryHack #Kankco
• •Subject: Don't Just Follow Trends. Set Them. Inside: a new drop of custom grillz, bracelets, and watches designed for the bold. Be the first to own the look. Plus, a special offer just for our crew.