Brand Tone

Aspirational & Trendy, Playful & Fun, Approachable & Inclusive, Value-Oriented, Confident

Brand Values

• •Fashion-Forward/On-Trend
• •Affordability/Accessibility
• •Customer Focus
• •Variety & Speed
• •Global Expansion & Growth

Best Practices

• •Stay Current & Energetic: Use vibrant, youthful language. Incorporate relevant emojis and popular slang (sparingly and appropriately for the platform) to reflect the fast-fashion, trend-driven nature of the brand.
• •Emphasize Value & Accessibility: Highlight affordability and promotions without sounding "cheap." Focus on the joy of getting new styles and experimenting with looks.
• •Keep it Visual & Aspirational (but Attainable): Use descriptive language that helps customers imagine wearing the jewellery. Connect products to occasions, feelings (confidence, fun), and current trends.
• •Be Engaging & Conversational: Use questions, calls to action (e.g., "Tag a friend who needs this!"), and a friendly, approachable manner, especially on social media, to foster a sense of community.
• •Maintain Positivity & Confidence: The copy should reflect the "stylish, social and confident" customer Lovisa aims to attract. Even when addressing practicalities like materials or care, the overall tone should be upbeat and inspiring.

Social Perception

Seen by many as a go-to place for trendy, affordable fashion jewellery. It's popular for its wide selection and ability to quickly provide accessories for specific outfits or occasions. The brand has a strong appeal to younger, fashion-conscious consumers. Concerns exist regarding product quality relative to price, with some customers experiencing items tarnishing or breaking easily. A significant number of complaints revolve around poor customer service experiences, both in-store and online. Allegations regarding negative employee experiences, underpayment, and poor working conditions have damaged its reputation among some consumers and have led to legal actions. This creates a perception of a company that prioritizes rapid growth and profit over ethical treatment and product longevity for some.

Copy Examples

• •✨ Your Weekend Vibe Called. We Answered. ✨ New arrivals just dropped! Shop the freshest trends and find that perfect piece to complete your look. #LovisaStyle #NewCollection
• •Get Ready to Shine (Without Breaking the Bank!) 💎 Obsessed with the latest jewellery trends? So are we! Discover 100s of new styles, all at prices you'll love. Treat yourself! #MyLovisa #AffordableGlam
• •From Catwalk to Your Collection, Instantly. runway -> ✨ We spot the trends so you can set them. Explore our latest pieces inspired by global runways and street style. What will you discover today? #Lovisa #FashionJewellery
• •Piercing Party! ✨ Get the Look You've Been Dreaming Of. Our expert Stylists are ready to help you achieve your perfect ear stack. Book your piercing appointment today and explore our huge range of surgical steel and titanium styles! #LovisaPiercing #EarStackGoals
• •Don't Just Follow Trends. Wear Them. 😉 With 150+ new styles hitting stores and online every week, your next favourite accessory is waiting. Express yourself with Lovisa. #LovisaAU #JewelleryAddict