Brand Tone

Approachable Elegance (Dual-tone: elegant, reassuring, and quality-focused on website; personal, friendly, trendy, and direct on TikTok)

Brand Values

• •Quality and Durability
• •Accessibility and Affordability
• •Authenticity and Passion
• •Modern Elegance

Best Practices

• •Maintain the "Approachable Elegance" Duality: Use elegant, benefit-focused language on product pages and official communications. On social media, adopt a more personal, first-person voice. The key is to ensure the core values (quality, durability) are present in both.
• •Lead with the Core Benefit: Always highlight the water-resistant and durable nature of the stainless steel. This is the brand's strongest unique selling proposition and should be a consistent thread in all marketing copy.
• •Use "You-Centric" Language: Frame descriptions around the customer's life and problems. Instead of "Our jewelry is durable," use "Jewelry designed for your busy life." This makes the benefit more tangible and relatable.
• •Incorporate the Founder's Story: Weave the brand's origin story of passion into "About Us" pages, emails, and occasional social media posts. This reinforces authenticity and builds a stronger emotional connection with customers.
• •Be Visually Descriptive: Use words that evoke a sense of touch and sight. Terms like "radiant," "delicate," "sparkling," and "smooth finish" help customers imagine the quality and feel of the jewelry, bridging the gap in online shopping.

Social Perception

The brand is perceived as a trustworthy and engaging small business with positive community engagement, largely driven by direct-to-consumer interaction on TikTok. Customers strongly associate the brand with its promise of water-resistant and durable stainless steel jewelry. It is seen as an emerging brand successfully cultivating a loyal niche following for trendy, reliable, and affordable jewelry.

Copy Examples

• •Rain or shine, your style never fades. Coffee dates, city strolls, and unexpected downpours. Our stainless steel jewelry is designed for your real life. 100% water-resistant, 100% chic.
• •My Maïja rings after I forget to take them off... again. PSA: You don't have to. 😉 All our jewelry is crafted from water-resistant stainless steel, so you can live your life without the hassle. #maijabijoux #waterproofjewelry #acierinoxydable
• •The Ambre Necklace – Your Everyday Sparkle. Effortless elegance, designed to last. The Ambre necklace features a delicate chain and a radiant centerpiece, all crafted from hypoallergenic, gold-plated stainless steel. From your morning meeting to your evening out—and even your shower—it’s the timeless piece you’ll never need to take off.
• •Subject: The secret’s out: jewelry you can swim in. Tired of your favorite pieces turning green after one beach trip? We were too. That’s why we created Maïja Bijoux. Explore our collection of stunning, durable, and affordable jewelry that’s made to withstand all your adventures.
• •Small Price, Big Effect. Discover Maïja Bijoux, the French brand that believes beautiful jewelry shouldn’t be a luxury. Adjustable, hypoallergenic, and always water-resistant. Find your perfect piece today.