Brand Tone

Sophisticated, Elegant, Modern, Contemporary, Empowering, Confident, Aspirational, Luxurious, Inspired, Artistic

Brand Values

• •Individuality & Self-Expression
• •Craftsmanship & Quality
• •Modernity & Timelessness
• •Empowerment
• •New York Spirit
• •Versatility
• •Responsibility

Best Practices

• •Embody the "MARLI Woman": Always write with the target audience in mind – confident, independent, sophisticated, and bold women who appreciate quality and self-expression. The copy should resonate with her aspirations and values.
• •Infuse New York's Essence: Subtly weave in the inspiration drawn from New York City – its energy, architecture, dynamism, and spirit. This reinforces the brand's unique identity.
• •Highlight Craftsmanship & Quality with Elegance: When discussing materials (18K gold, diamonds, gemstones) and craftsmanship, use language that conveys luxury and meticulous attention to detail without being overly technical or ostentatious. Focus on the artistry and the resulting beauty.
• •Focus on Empowerment and Individuality: Frame the jewelry not just as accessories, but as tools for self-expression and symbols of personal strength and uniqueness. Use active, empowering verbs.
• •Maintain Visual & Verbal Sophistication: Ensure that the language is always polished, refined, and contemporary. Avoid slang or overly casual phrasing. The tone should match the minimalist, clean, and luxurious aesthetic of the jewelry itself.

Social Perception

Luxury & High-End, Celebrity Endorsed, Fashion-Forward & Stylish, Symbol of Confidence, Globally Recognized, Innovative

Copy Examples

• •Headline (Website/Social Media): MARLI New York: Sculpted for the Bold. Crafted for You. Body: Discover fine jewelry that mirrors the fearless spirit of New York and the confident essence of your individuality. Each piece, a statement of self-expression.
• •Instagram Post (Cleo Collection): Unleash Your Inner Cleopatra. The Cleo by MARLI collection, with its signature pyramids and vibrant gemstones, is an homage to heritage, elegance, and courage. Dare to make your mark. #MARLICleo #PowerfullyHers
• •Product Description (LIFE Collection): The LIFE Collection: Every Moment, Defined. Dynamic, versatile, and exquisitely crafted, these pieces move with you, transforming minutes into memorable milestones. Wear it as a reminder of your unique journey and the power you hold.
• •Email Subject Line: An Invitation: Discover the Artistry of MARLI New York Email Body Snippet: Step into a world where New York's vibrant energy is forged into timeless elegance. Explore our latest arrivals and find the MARLI piece that speaks to your exceptionalism.
• •Brand Story Snippet (About Us Page): Born from the dynamic pulse of New York City, MARLI New York translates architectural grace and contemporary vision into fine jewelry for the woman who commands her world. It's more than adornment; it's an attitude.