Brand Tone

aspirational yet accessible, inspirational, feminine, approachable

Brand Values

• •Accessibility
• •Quality Craftsmanship
• •Meaningful Connection
• •Community
• •Everyday Elegance

Best Practices

• •Create a Brand Voice Chart: Document the brand's tone (Aspirational yet Accessible), personality traits (Elegant, Friendly, Confident), and a list of "words we use" (e.g., delicate, crafted, story, sparkle) and "words we avoid" (e.g., cheap, fake, bling). This ensures anyone writing copy has a clear guide.
• •Adapt the Tone to the Platform: Maintain the core values, but adjust the tone's intensity for each channel. Keep it elegant and polished on Instagram, more promotional and direct on Facebook, and playful and trend-focused on TikTok. Consistency comes from the core message, not identical phrasing.
• •Prioritize "You" over "We": Frame copy around the customer's experience, benefits, and feelings. Instead of "We created this necklace with..." try "You'll love how this necklace feels..." This makes the message more personal and aligns with the value of meaningful connection.
• •Incorporate User-Generated Content (UGC) and Testimonials: Sharing customer photos and reviews is a powerful way to reinforce brand perception. When re-posting, use captions that thank the customer and highlight how they embody the brand's spirit (e.g., "We love seeing how you tell your story with our pieces!").
• •Focus on the "Why" Behind the Product: Go beyond describing the physical attributes (e.g., "18k gold plated"). Explain the inspiration behind the design or the feeling it's meant to evoke. This connects the product to the brand's core values of meaning and self-expression, elevating it from a simple accessory to a personal statement.

Social Perception

a reliable source for trendy, affordable, and giftable jewelry. Customers appreciate the modern designs and the value for money. The brand is seen as being in tune with current trends, particularly among younger consumers active on Instagram and TikTok. While it is not positioned as a high-luxury brand, its social perception is positive, centered on aesthetics and accessibility. The brand is generally trusted, though some customers express concerns typical for this market segment regarding the long-term wear of plated items.

Copy Examples

• •Your daily dose of sparkle. ✨ Meet the Aurora Necklace. Delicately crafted in 925 sterling silver and designed to catch the light, it's the perfect reminder that elegance lies in simplicity. How would you style yours? #LaviraJewelry #EverydayElegance
• •Treat Yourself. You Deserve It. Spoil yourself or someone you love! Our Summer Glow sale is on now, with up to 30% off our bestselling collections. Find a piece that tells your story. Sale ends Sunday—don’t miss out! Shop Now
• •The necklace stack of our dreams! 😍 Layering our Solstice, Luna, and Initial pendants for that perfect golden glow. Which combo is your fave? 👇 #jewelrystack #necklacelayering #lavirajewelry #styletips
• •More than just jewelry… At Lavira, we believe accessories should be meaningful. Each piece is designed in our studio with a simple idea: to create beautiful, high-quality jewelry that you’ll not only love to wear, but that will become a part of your story. Discover the collection and find the piece that speaks to you.
• •Crafted for Your Story. Worn for Your Life. Discover our collection of timeless sterling silver jewelry, designed for the modern woman. Free shipping on all orders over $75.