Brand Tone

Elegant, Aspirational, and Trustworthy.

Brand Values

• •Quality and Durability
• •Timeless Design
• •Feminine Empowerment
• •Attainable Luxury
• •Attention to Detail

Best Practices

• •Create a "Brand Lexicon": Develop a list of on-brand words (e.g., elevate, curated, timeless, crafted, essential, sophisticated, signature) and off-brand words (e.g., cheap, cute, trendy, bling, deal). Ensure all copywriters use this lexicon to maintain a consistent voice.
• •Lead with Value, Support with Features: Start with the emotional benefit (e.g., "Elevate your everyday look"). Then, support it with the rational features that build trust (e.g., "with our 18k gold-plated, hypoallergenic pieces").
• •Maintain a Tone of Quiet Confidence: The brand does not need to shout. The copy should be confident and assertive, but never aggressive or salesy. Avoid excessive exclamation points, all-caps, and urgent "buy now" language. The quality of the product should speak for itself; the copy simply illuminates it.
• •Tell a Story, Even a Small One: Frame products within a narrative. Instead of just "Gold Hoops," use "The hoops you'll reach for every morning." This connects the product to the customer's life and daily rituals, making it more relatable and desirable.
• •Educate Elegantly: When explaining product benefits like the warranty or materials, do so in a way that feels like sharing valuable information rather than a hard sell. For example: "We believe in creating pieces to last. That’s why every KIVA design comes with a one-year warranty, so you can wear your new favorite jewelry with complete confidence."

Social Perception

Customers perceive KIVA as a reliable source for beautiful, high-quality semi-fine jewelry; they see it as a smart investment—a step up from disposable fashion jewelry. The brand is viewed as having a strong, sophisticated aesthetic. Consumers who value a polished and elegant look are drawn to KIVA's curated collections. KIVA has built a reputation for being a trustworthy online retailer. The brand is consistently associated with sophistication and designs that can be worn in both urban and resort settings.

Copy Examples

• •Introducing The Heritage Collection. Timeless designs crafted to be worn, loved, and layered. Each piece is finished in 18k gold and designed to be the new cornerstone of your jewelry box. Discover the art of everyday elegance. #KivaJewelry #TimelessDesign #GoldJewelry
• •Your impeccable style hasn't gone unnoticed. As a valued member of the KIVA family, we invite you to be the first to explore our latest arrivals. These are pieces designed for the woman who, like you, appreciates quality that endures and elegance that speaks for itself. Enjoy an exclusive 15% off your next purchase with code: STYLE15.
• •Effortless elegance is here. Our jewelry is designed for your life—versatile, hypoallergenic, and backed by a one-year warranty. Stop choosing between quality and style. With KIVA, you have both. Shop now.
• •A modern classic, the Helena Signet Ring embodies understated confidence. Its smooth, polished surface and comfortable fit make it perfect for daily wear, while its 18k gold plating ensures a lasting, luxurious shine. Wear it alone as a simple statement or stack it with other favorites to create a look that is uniquely yours.
• •Your daily dose of golden inspiration. Style is in the details. ✨ KIVA | Timeless semi-fine jewelry for the modern woman.