Brand Tone

Elegant & Sophisticated, Personal & Intimate, Aspirational & Accessible, Conscious & Transparent

Brand Values

• •Sustainability & Responsibility
• •Transparency
• •Quality & Craftsmanship
• •Timeless Design
• •Female Empowerment

Best Practices

• •Always integrate the core values of sustainability, transparency, and quality into your messaging, whether explicitly or implicitly. This reinforces brand identity and builds trust.
• •Use sophisticated language but keep it warm and relatable. Share the founders' story, feature customer stories, and write as if you are speaking to an intelligent friend.
• •Don’t just list product features. Tell the story behind a design, the feeling of wearing a piece, or the journey of the materials. This creates an emotional connection that transcends the product itself.
• •Consistently use phrases like "for every day," "second-skin," and "lived-in luxury" to reinforce the brand’s unique position of making fine jewelry accessible and wearable, not just for special occasions.
• •The clean, minimalist aesthetic of the visuals should be matched by clear, elegant, and uncluttered copy. While the specific message might be tailored for LinkedIn versus Instagram, the core tone and values must remain unwavering.

Social Perception

Customers express satisfaction with the jewelry's quality, design, and wearability. The brand is perceived not just as a jewelry seller, but as a purveyor of an effortless, elegant, and Parisian lifestyle. Clear communication regarding sustainable materials and transparent pricing builds trust and a positive reputation. The brand fosters a sense of community among its customers.

Copy Examples

• •The architecture of you. Our HORTENSE ring, crafted from recycled 18k gold, is designed to feel like a part of you. A second-skin piece that’s both a statement and a whisper. #LesIcones #FineJewelry #RecycledGold #ParisianStyle
• •Headline: Fine jewelry, fairly priced. Body: At LES ICÔNES, we believe in transparency. By selling directly to you, we eliminate traditional markups. Discover our collection of timeless pieces, consciously crafted from recycled gold and ethical stones. True luxury is responsible. Call to Action: Shop a new kind of luxury.
• •Subject: Our Story: More Than Just Jewelry Body: When we (Adeline & Marion) founded LES ICÔNES, we dreamt of jewelry that could be lived in. Pieces that would witness your daily moments and celebrate your personal milestones. That’s why we chose recycled gold and created designs that feel like they were made just for you. This isn’t just an accessory; it’s your story, cast in gold.
• •Your Daily Dose of Parisian Elegance. Timeless fine jewelry designed to be worn, loved, and layered, every single day.
• •At LES ICÔNES, we are redefining the fine jewelry industry. As a Digital Native Vertical Brand, our mission is built on two pillars: sustainability and transparency. By using recycled materials and lab-grown diamonds, we offer our customers a product that is not only beautiful but also ethical. #DNVB #Sustainability #NewLuxury #FemaleFounders