Brand Tone

aspirational, heartfelt, and minimalist

Brand Values

• •Meaningful Connections
• •Personalization and Individuality
• •Quality and Craftsmanship
• •Inspiration and Positivity

Best Practices

• •Lead with Emotion, Follow with Features: Start copy with the feeling or the "why"—the love, the connection, the inspiration. Then, introduce the product features like "14k solid gold" or "handcrafted" as the reasons that support the emotional promise.
• •Use "You" and "Your": Center the customer in the narrative. Frame products around "your story," "your style," and making "you the hero." This makes the brand feel personal and directly addresses the customer's desire for self-expression and meaningful gift-giving.
• •Maintain a "Heartfelt" Keyword List: Create a bank of core brand words to use consistently across all platforms. Include terms like: heartfelt, timeless, treasure, minimalist, inspirational, meaningful, personalized, story, love, connection. This ensures tonal consistency.
• •Adapt the Tone, Not the Values, for Each Platform: The core values of love and quality should be universal. However, the tone can adapt. On Instagram, it can be more elegant and polished. On TikTok, it can be more direct, emotional, and trend-focused using heartfelt audio and captions.
• •Focus on the "Giver" and the "Receiver": Structure copy to appeal to both the person buying the gift and the person receiving it. Talk about the joy of giving a meaningful gift and the feeling of receiving something so personal. This dual focus is key to the brand's positioning.

Social Perception

Gift-Oriented Brand, Emotionally Resonant, Limited External Validation

Copy Examples

• •Your story, your name. Our Signature Name Necklace isn't just an accessory; it's a piece of you, handcrafted to wear every day. The perfect reminder of who you are. Tap to create your timeless treasure.
• •A Gift That Says It All (Before They Even Open the Box)
• •Beyond Jewelry. We make moments. Discover heartfelt gifts with personalized messages that bring love to life.
• •For the one who was always there. This is more than a necklace, it’s a thank you. ❤️ #motherdaughterlove #familygifts #marjanijewels #heartfelt
• •Effortless elegance for your everyday. Handcrafted in the USA, this piece is designed for subtle shine and lasting style. A minimalist treasure that serves as a daily reminder of your own strength and positivity. Personalize the clasp with an initial for a touch that's uniquely yours.