Brand Tone

aspirational yet accessible, blending elegance and trendiness with an approachable and friendly voice

Brand Values

• •Affordable Luxury
• •Quality and Durability
• •Empowerment and Self-Expression
• •Inclusivity and Representation
• •Customer-Centricity

Best Practices

• •Lead with Value, Not Just Price: While affordability is a key selling point, always frame it within the context of high quality and durability (e.g., "Investment pieces without the investment price tag").
• •Emphasize "Everyday Wear": Use language that positions the jewelry as part of the customer's daily life, not just for special events. Words like "durable," "everyday," "live-in pieces," and "waterproof" are crucial.
• •Use an Empowering and Inclusive Voice: Continue to use phrases that inspire confidence and self-expression. Consistently use hashtags like #blackownedbusiness to reinforce brand identity and connect with your community.
• •Show, Don't Just Tell: Leverage customer testimonials and user-generated content in marketing materials. Seeing real people love and wear the jewelry is more powerful than simply stating it's good quality.
• •Maintain a Consistent Visual Identity: Ensure that all photography and videography align with the "aspirational yet accessible" tone. The aesthetic should be clean, elegant, and modern, reflecting the quality of the products.

Social Perception

Overwhelmingly positive, praised for quality-to-price ratio, high ratings on third-party platforms, and an engaged community, leading to consistent compliments on aesthetic appeal.

Copy Examples

• •Your Daily Dose of Gold. Why choose one when you can have it all? Our 18k gold-filled necklaces are made for layering. Waterproof, tarnish-resistant, and designed to move with you. Create your signature look and let your story shine. #LuxuryByLea #JeluxeJewelry #WaterproofJewelry #AffordableLuxury
• •Luxury That Lasts. Prices You'll Love. Tired of jewelry that fades? Meet your new forever pieces. At Luxury by Lea, we craft stunning, waterproof 18k gold-filled jewelry that's made for everyday life. Find out why our customers keep coming back. Shop now and get 15% off your first order! Call to Action: Shop Now
• •Just Dropped: The Summer Edit You’ve Been Waiting For. Hi [Customer Name], get ready to glow. Our new summer collection has arrived! Think sun-kissed chains, shimmering anklets, and personalized pieces that capture the spirit of the season. As always, everything is crafted to be as resilient as you are—completely waterproof and ready for any adventure. Discover your new favorites. Call to Action: Explore the Collection
• •On-screen text: "Them: Don't wear your jewelry in the water!" "Me: It's Luxury by Lea." Our jewelry passes the vibe check AND the waterproof test. ✨ #LuxuryByLea #WaterproofJewelry #GoldFilledJewelry #BlackOwnedBusiness #SummerJewelry
• •Redefining Everyday Luxury. Luxury by Lea was born from a simple idea: that beautiful, high-quality jewelry shouldn't be reserved for special occasions. We believe in elegance for everyone, every day. That’s why we created a collection of meticulously crafted, 18k gold-filled pieces that are both stunning and durable enough to keep up with your life. As a proud Black-owned business, we are dedicated to empowering you to express your unique style with confidence.