Brand Tone

Personal & Passionate, Playful & Vibrant, Chic & Confident, Approachable & Custom-Oriented

Brand Values

• •Handmade Quality & Craftsmanship
• •Uniqueness & Individuality
• •Versatility
• •Customer Connection/Joy
• •Evolution & Responsiveness

Best Practices

• •Embrace the "Handmade with Love" Story: Consistently weave in the personal touch and the passion behind the creations. Use warm, inviting language.
• •Keep it Playful and Optimistic: Use vibrant descriptions, exclamation points where appropriate (without overdoing it), and focus on the joy and confidence the jewelry brings.
• •Highlight Uniqueness and Quality Materials: Emphasize what makes Kichu Collective different – the unique designs, the specific high-quality materials used (pearls, gold-filled), and the custom/personalized aspects.
• •Speak Directly to the Customer: Use "you" and "your" to create a connection, making the customer feel seen and understood. Ask questions in social media captions to encourage engagement.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure the language used in copy complements the visual style of the photography and branding – chic, vibrant, and with a touch of Miami sunshine.

Social Perception

Stylish & Unique, Quality-Focused (for the indie/handmade category), Associated with Resort/Vacation Vibe, Celebratory & Gift-Oriented

Copy Examples

• •Sunshine in a sparkle! ✨ Our new [Collection Name] just dropped, handmade with love in Miami and ready to make your days a little brighter. Which piece is calling your name? #KichuCollective #HandmadeJewelry #NewCollection #MiamiMade #SparkleAndShine
• •Your story, beautifully told. Our personalized [Necklace Name] is more than just a necklace – it's a little piece of you, handcrafted with the finest freshwater pearls and gold-filled details. Create yours and wear your heart where everyone can see it. #KichuJewelry #PersonalizedGifts #MadeWithLove #UniqueKeepsakes
• •Kichu Collective: Unique, handcrafted jewelry designed in Miami to make you feel special, every single day. Dive into a world of playful pearls and vibrant style.
• •A Little Treat from Kichu! ✨ Unwrap [Discount]% Off Your Faves.
• •Layer up the love! 💖 Get inspired to create your signature Kichu stack with our versatile, handmade necklaces and bracelets. Perfect for adding that chic, effortless touch from beach days to city nights. #KichuStyle #JewelryStack #HandmadeInMiami #ResortChic #PearlObsessed