Brand Tone

Stylish, Modern, Accessible, and Emotionally Resonant

Brand Values

• •Accessibility/Value
• •Innovation
• •Modernity
• •Style & Design
• •Sustainability (stated)
• •Transparency (in pricing and process)

Best Practices

• •Emphasize Accessibility and Value, but with Style: While highlighting affordable price points (e.g., "Shine Bright Spend Less"), always pair it with the style, modernity, and beauty of the jewelry. Avoid making it sound "cheap" by focusing on the innovation and design.
• •Lean into "Bringing Light to Life": Use storytelling that connects the jewelry to positive emotions, everyday joy, and shared moments, as suggested by their "Modern Family" campaign and new tagline. Make it feel aspirational yet attainable.
• •Highlight Innovation and Conscious Choices: Consistently mention the lab-grown origin as a point of modern innovation and, where appropriate, the sustainable aspects like "grown with 100% wind power" and "Carbon Trust verified." This appeals to a conscious consumer.
• •Maintain a Visually Bright and Optimistic Voice: Use language that evokes sparkle, light, brilliance, and positivity. Keep the tone upbeat and inviting.
• •Be Clear and Direct, but Inspiring: While being transparent about the nature of lab-grown diamonds and pricing, infuse the copy with a sense of wonder, style, and the joy of wearing beautiful jewelry. Shift from the older narrative of "not for forever" to a more inclusive "for all of life's moments."

Social Perception

Budget-Friendly Alternative, Questionable Quality/Certification (historically for some), Associated with De Beers, Fashion Jewelry, Not Investment, Uncertain Future, Improving but Inconsistent

Copy Examples

• •Headline: Shine Brighter, Effortlessly. Body: Discover the brilliance of Lightbox lab-grown diamonds. Modern designs, sustainably crafted in the USA with 100% wind power, because beautiful jewelry shouldn't cost the Earth. Find your sparkle today.
• •Headline: Generations of Glow. Body: From everyday elegance to moments that connect us, Lightbox jewelry is made for all of life’s expressions. Explore our new collections and share the light. #LightboxMoments #BringingLightToLife
• •Headline: Smart Radiance. Accessible Luxury. Body: Experience the beauty and innovation of Lightbox lab-grown diamonds. Style-forward pieces, transparently priced. Why wait for a special occasion? Make today brilliant.
• •Headline: The Art of Light. The Science of Sparkle. Body: At Lightbox, we fuse cutting-edge technology with creative design to bring you stunning lab-grown diamond jewelry. Ethically crafted, undeniably brilliant. Explore the innovation.
• •Headline: Your Style. Your Story. Your Lightbox. Body: Accessibly priced and beautifully designed, our lab-grown diamond jewelry is here to illuminate your personal style. Fun, fashionable, and perfect for expressing you. #ShineBrightSpendLess