Brand Tone

Passionate, Empowering, and Expert

Brand Values

• •Quality and Excellence
• •Creativity and Inspiration
• •Community
• •Accessibility and Customer Support
• •Value for Money

Best Practices

• •Lead with Passion, Support with Expertise: Start with exciting, benefit-driven language ("Transform," "Dazzle," "Unleash") to capture emotion. Follow up with specific details (e.g., "16 facets," "glass vs. resin," "hotfix application") to build trust and prove quality.
• •Speak the Language of "Bling": Use a consistent vocabulary that resonates with the crafting and performance community. Incorporate words like sparkle, fire, brilliance, shine, bling, dazzling, and facets regularly to reinforce the brand's identity. Use emojis like ✨, 💎, and 🏆 to add personality and visual appeal.
• •Empower, Don't Just Sell: Frame your copy around what the customer can achieve. Instead of "We sell high-quality rhinestones," use "We provide the tools for you to create stunning, professional-quality designs." This shifts the focus from the product to the customer's creative power.
• •Make Community Your Centerpiece: Actively solicit and integrate user-generated content (UGC) into your marketing copy. Use phrases like "Join the #LeopardStrass family," "Show us your sparkle," and "Created by Shiners like you." This builds social proof and makes customers feel valued.
• •Maintain a Consistent "Quality-for-Value" Message: Always balance the message of premium quality with accessibility. Use phrases like "championship sparkle without the cost," "the best quality for the price," and "affordable brilliance" to reinforce the brand's core value proposition across all platforms.

Social Perception

Overwhelmingly positive. Perceived as a reliable and high-quality supplier, praised for product brilliance, excellent customer service, and valuable educational content. Viewed as a brand created by and for its customers, fostering trust and loyalty within the crafting and performance communities through quality, fair pricing, and strong engagement.

Copy Examples

• •Stop scrolling. Start dazzling. ✨ Introducing Electric Sapphire, a blue with unmatched fire and depth. 16 precision-cut facets for a sparkle that has to be seen to be believed. Ready to make your next project unforgettable? Tap to shop.
• •Your projects deserve more than just glitter. They deserve fire. LEOPARD STRASS delivers professional-grade glass rhinestones that make every creation a masterpiece. From tumblers to trainers, see the difference quality makes. Get 15% off your first order and start shining!
• •When only the best will do. The Nero Elite Collection. 16-facet star-cut rhinestones for unparalleled brilliance. For the competitor, the artist, the perfectionist. Elevate your craft.
• •Think you can't rhinestone on velvet? Think again! 😉 Watch us use our Hotfix Classico stones to create a flawless, durable design. Full tutorial on our YouTube! #RhinestoneTips #DIYFashion #BlingBling #LeopardStrass
• •You're the reason we sparkle! ✨ This month's Customer Spotlight is beaming with incredible talent. From stage-ready dancewear to jaw-dropping nail art, see what your fellow Shiners have created. Feeling inspired? Tag us in your next project @leopard.strass for a chance to be featured!