Brand Tone

Approachable Luxury, Aspirational, Personal, and Trustworthy

Brand Values

• •Quality & Craftsmanship
• •Personal Connection & Style
• •Everyday Luxury
• •Customer Centricity
• •Kindness & Giving Back
• •Timelessness with Personality

Best Practices

• •Embrace the "Sister Story": Continue to weave Jen and Mel's personal involvement and passion into the narrative. Use "we" and speak from their perspective to maintain a personal, trustworthy connection.
• •Balance Luxury with Accessibility: Always highlight the quality materials (14k gold, diamonds) but frame it within the context of "everyday wear," "collectible," and "made to layer." Avoid overly exclusive or intimidating language.
• •Educate and Inspire: Continue providing styling tips, layering guides, and information about jewelry care. This reinforces expertise and empowers customers to engage with the brand's core concept.
• •Be Visually Consistent: Ensure all imagery across platforms reflects the bright, clean, elegant, and aspirational aesthetic seen on the website and Instagram. This visual tone strongly supports the verbal tone.
• •Adapt, Don't Dilute, for Different Platforms: While the core tone remains consistent, allow for slight variations. For example, TikTok can be more playful and trend-focused, while website copy might be slightly more detailed and descriptive. However, the underlying values of quality, personal style, and approachable luxury should always shine through.

Social Perception

Customers generally perceive LeMel as a provider of high-quality, beautiful, and durable jewelry. The emphasis on quality materials and good customer service contributes to a perception of trustworthiness. Seen as a brand that helps customers achieve a stylish, layered look with pieces that are both modern and timeless. The sister-founder story and their direct involvement in design and curation resonate with customers. Offerings like permanent jewelry and the kids' "Stud Club" are viewed positively.

Copy Examples

• •Headline: Your Everyday Sparkle, Elevated. Body: Discover LeMel: Fine jewelry designed to be loved and layered, every single day. Because luxury shouldn't wait for a special occasion. We craft each piece with the quality you deserve and the style you crave.
• •Headline: From Our Stack to Yours. Body: As sisters, we've always shared our style. Now, we share our passion with you. LeMel pieces are designed by us, for you – timeless treasures to collect, layer, and make your own. Find your next favorite.
• •Headline: The Art of the Layer. Perfected. Body: Effortless style starts here. Our curated collection of 14k gold and gemstone pieces is made for mixing, matching, and expressing your unique story. Let us help you build your dream stack.
• •Headline: Lasting Shine, Lasting Connections. Body: Experience the beauty of LeMel permanent jewelry. A delicate touch of 14k gold, a symbol of something special, made to be with you always. Book your appointment and let's create your forever piece.
• •Headline: More Than Just Jewelry. It’s a Feeling. Body: At LeMel, we believe in kindness and quality. Adorn yourself with pieces crafted with love, knowing that every sparkle supports causes close to our hearts. Shine bright, inside and out.