Brand Tone

aspirational, feminine, and creative

Brand Values

• •Individuality and Confidence
• •Creativity
• •Accessibility
• •Community

Best Practices

• •Weave a Narrative: Connect each piece or collection to an inspiration or a feeling (e.g., '90s muses, '80s elegance). This elevates the product beyond a simple accessory.
• •Use Evocative and Sensory Language: Employ words like 'scintillating,' 'sparkling,' 'sculptural,' and 'luminous' to create a vivid mental image and appeal to a desire for luxury.
• •Empower the Customer: Frame the copy around the wearer's personality and confidence. Use phrases like 'express your individuality' and 'shape your personality' to make the customer the hero.
• •Maintain a Consistent Voice: Whether it's a product description, a social media caption, or a customer service email, the tone should remain elegant, personal, and appreciative.
• •Be Transparent and Build Trust: Given the past controversies, being open about materials, craftsmanship, and business practices is crucial. The brand's final message is a good example of responsible communication that should have been practiced throughout its operation.

Social Perception

The public perception of Maison Dorée is deeply divided. On one hand, it had a large and engaged community, evidenced by sell-out collection launches and long queues at pop-up stores. The massive volume of orders during its closing week suggests a loyal following. On the other hand, a significant number of customers reported negative experiences, including accusations of poor quality, deceptive marketing, and problematic billing practices. The controversy surrounding the potential resale of AliExpress items severely damaged trust for some consumers, forcing the founder to publicly defend the brand's design and production process.

Copy Examples

• •Elegance isn’t a choice, it’s a feeling. Our 'You' ring, with its delicate pear-cut stone, is designed to be a whisper of sparkle on your hand. Wear it alone for a touch of grace, or pair it with 'Me' to complete the story. #MaisonDoree #MyGoldenTouch
• •Your Story, Told in Gold. Jewelry designed to live in, from morning to night.
• •A new chapter: Introducing the '90s Muse Collection.
• •Inspired by the bold elegance of the '80s, the VANILLA earrings are a statement of gentle strength. A sculptural golden oval embraces a creamy enamel cabochon, playing on the contrast between light and material. A modern heirloom for the audacious woman.
• •That feeling when the light catches just right. Maison Dorée isn't just an accessory; it's a part of you. Discover fine, sparkling pieces made for your everyday.