Brand Tone

Confident, masculine, stylish, direct, bold, aspirational, energetic, assertive.

Brand Values

• •Quality and Durability
• •Individuality and Self-Expression
• •Accessible Luxury
• •Trust and Reliability
• •Craftsmanship

Best Practices

• •Lead with Confidence: Use strong, active verbs and a direct, declarative tone. The copy should project the same self-assuredness that the brand wants its customers to feel.
• •Fuse Style with Substance: Always link the aesthetic appeal ("the look," "the bling") to the functional benefits (durability, hypoallergenic, waterproof). This reinforces the brand's core value proposition of smart luxury.
• •Speak to "You": Center the narrative on the customer. Use "you" and "your" to make the copy personal and focused on how the product enhances their individual style and life.
• •Maintain Visual Integrity: Ensure all photography and video content is sharp, professional, and consistent with the bold, high-quality, and masculine brand image. Visuals must match the promise of the copy.
• •Amplify Customer Voices: Authentically integrate customer testimonials, ratings, and user-generated content into marketing. This leverages social proof to validate brand claims and build community trust.

Social Perception

Overwhelmingly positive; viewed as dependable, high-quality, legitimate, and stylish, successfully delivering on its promises of style, durability, and value for money.

Copy Examples

• •Your style is your signature. Make it unforgettable. Our stainless steel jewelry is forged for the bold—waterproof, scratch-resistant, and designed to make a statement. Level up your look with Lilian&Thierry.
• •The King's Chain. A timeless design engineered for the modern man. Crafted from premium 316L stainless steel, this piece offers the substantial feel and commanding presence of silver without the maintenance. Wear it solo or layer it up. It’s your rulebook.
• •The wait is over. The new Lilian&Thierry collection is here. Discover handcrafted designs built with our signature durability to complement your ambition. Be the first to own the next wave of style.
• •Unboxing the ultimate style upgrade. That L&T quality hits different. ✨ #lilianthierryjewelry #menstyle #unboxing #streetwear #jewelry
• •ICONIC STYLE. UNBREAKABLE STRENGTH. Handcrafted stainless steel jewelry designed for your life. Free shipping on all orders.