Brand Tone

aspirational, trendy, and feminine

Brand Values

• •Self-Expression & Individuality: Encouraging women to express their unique style and personality through customizable jewelry.
• •Accessibility & Modernity: Offering fashionable, contemporary designs at an accessible price point.
• •Feminine Empowerment: Aiming to make women feel confident, bold, and accomplished.
• •Creativity & Design: Focusing on meticulous design and the art of accumulating and layering pieces.
• •Community Connection: Valuing the input and aspirations of their customer base, largely cultivated through social media.
• •Evolving Quality & Sustainability: Demonstrating a commitment to improving product quality and incorporating more sustainable practices, such as using recycled materials and partnering with an RJC-certified workshop.

Best Practices

• •Embrace "Her": Always write with the target woman in mind – aspirational, fashion-conscious, and seeking to express her individuality.
• •Use Empowering Language: Incorporate words that evoke confidence, boldness, and self-assuredness (e.g., "shine," "bold," "express," "empower," "unique").
• •Highlight Customization & Layering: Emphasize the versatility of the jewelry and the creative freedom it offers users to mix and match.
• •Maintain a Positive & Engaging Voice: Keep the tone upbeat, inspiring, and conversational, reflecting the brand's social media roots and connection with its community.
• •Be Transparent (Especially Regarding Quality/Care): While maintaining an aspirational tone, provide clear and accessible information about jewelry care to manage expectations and address past concerns proactively. Frame this positively, focusing on preserving the beauty of the pieces.

Social Perception

The perception of Maison Dorée is somewhat divided. Positive: Seen as a trendy and stylish brand offering a wide variety of fashionable jewelry. The connection to a popular influencer gives it a modern and aspirational appeal. Customers appreciate the ability to mix, match, and layer pieces. The brand's efforts towards more sustainable and ethical production are also a positive point. Negative: Concerns exist regarding the durability and quality of some pieces, with reports of tarnishing. Some perceive it as fast-fashion jewelry despite its "demi-fine" or "costume jewelry" positioning. There have been comments about the price point relative to the perceived quality of certain items. The brand is actively working to address these quality concerns.

Copy Examples

• •Unlock your sparkle. Discover the art of self-expression with Maison Dorée – jewelry designed to tell your unique story, every day.
• •From morning coffee to midnight moments, our pieces are made for living in. Layer, stack, and shine on. #MaisonDoreeStyle
• •Bold. Confident. Uniquely you. Maison Dorée empowers your everyday shine with effortlessly chic jewelry.
• •Curate your signature look. Our latest collection is an invitation to play, to mix, to dare. What will your jewelry say today? #MyDoree
• •Inspired by elegance, worn with confidence. Elevate your everyday with timeless designs and a touch of modern magic.