Brand Tone

Artistic & Evocative, Confident & Edgy, Sophisticated & Luxurious, Personal & Passionate, Slightly Mysterious & Alluring

Brand Values

• •Individuality & Self-Expression
• •Authenticity & Unconventionality
• •Craftsmanship & Quality
• •Transformation & Storytelling
• •Duality & Contradiction
• •Heritage & Evolution

Best Practices

• •Embrace the Duality: Consistently weave in the brand's signature blend of contrasting elements – e.g., "gritty yet glamorous," "raw but refined," "darkly romantic." Avoid leaning too heavily on one aspect, as the interplay is key.
• •Speak to the Individual: Address the customer as someone who values uniqueness, personal expression, and isn't afraid to stand out. Use language that empowers their individuality.
• •Use Evocative & Sensory Language: Describe the jewelry and its inspiration with rich, artistic, and slightly mysterious language. Appeal to the emotions and the imagination, not just the aesthetics.
• •Maintain an Undercurrent of Confident Rebellion: Even when describing delicate pieces, let the brand's inherent edginess and pioneering spirit subtly shine through. Avoid overly mainstream or generic phrasing.
• •Develop a "Brand Voice Guide": Create a document outlining the core tone, values, approved vocabulary (and words to avoid), and examples of on-brand copy. Share this with anyone creating content to ensure consistency across all platforms and communications. This guide should highlight the "artistic," "confident," "edgy," "sophisticated," and "personal" facets of the Karen Karch voice.

Social Perception

Unique & Distinctive, High Quality & Artistic, Pioneering & Influential, Personal & Collaborative (Custom Work), Trusted

Copy Examples

• •Dare to be different. Our Black Diamond Solitaire isn't just a ring, it's a vow forged in defiance of the ordinary. For the love that’s as deep and mysterious as the night sky. #AlternativeBridal #BlackDiamondLove #KarenKarch
• •Beauty with an edge. The [Piece Name] embodies the Karen Karch spirit – where raw elegance meets refined rebellion. Handcrafted in NYC for the individual who writes her own story. #EdgyJewelry #NYCDegner #IndividualityIsTimeless
• •Your story, immortalized in precious metal and stone. Collaborate with Karen Karch to transform your vision, or a treasured heirloom, into a bespoke piece that’s uniquely yours. Because true luxury is personal. #CustomJewelry #HeirloomReimagined #KarenKarchCustom
• •Shadows dance with light. Grit meets glamour. Discover the contradictory beauty that defines Karen Karch. [Link in bio] #DarkRomantic #FineJewelry #ArtisticJewelry #KarenKarchNYC
• •Introducing Karch x Wolfe: A spirited collection where Karen Karch's signature edge meets a fresh, youthful perspective. Talismans for the modern rebel, designed to be layered and loved. #KarchWolfe #Amulets #ModernRebellion #PriceAccessibleLuxury