Brand Tone

Elegant & Sophisticated, Bold & Confident, Feminine & Empowering, Accessible & Approachable, Playful & Trendy (especially on TikTok)

Brand Values

• •Affordable Luxury
• •Female Empowerment & Individuality
• •Quality & Durability
• •Timeless Style with a Modern Twist
• •Customer Focus
• •Sustainability

Best Practices

• •Use the tagline 'Elegance That Empowers' where appropriate.
• •Refer to customers or the ideal wearer as a 'muse'.
• •Balance Boldness with Accessibility: While highlighting 'statement' pieces and 'bold elegance,' ensure the language remains inviting and not intimidating, underscoring the 'affordable luxury' aspect.
• •Empower Through Words: Use active, empowering verbs and phrases that inspire confidence and celebrate individuality and femininity (e.g., 'own your style,' 'dare to stand out,' 'embrace your uniqueness').
• •TikTok allows for more playful, trendy, and direct language while still weaving in the core 'elegant,' 'bold,' and 'muse' elements.

Social Perception

The brand is perceived as one that provides 'affordable elegance & iconic femininity.'

Copy Examples

• •Elegance That Empowers.
• •Exclusive jewelry for the modern muse.
• •Affordable luxury that empowers you to shine.
• •Elegantly bold, effortlessly chic – because your style should speak volumes.
• •Every month is Sparkly Jewelry Month