Brand Tone

Elegant, Sophisticated, Authentic, Traditional, Personal, Sentimental, Passionate, Spiritual, Quality-Crafted, Approachable, Welcoming

Brand Values

• •Tradition: Preserving and honoring Hawaiian jewelry heritage and engraving techniques.
• •Craftsmanship: Commitment to high-quality, handmade pieces created by skilled artisans.
• •Aloha Spirit: Embodying love, affection, and the spirit of Hawaii.
• •Individuality & Personalization: Offering custom designs and jewelry that tells a personal story.
• •Modernity & Innovation: Blending traditional designs with contemporary New York sophistication.
• •Heritage & Legacy: Creating heirloom pieces to be passed down through generations.
• •Quality: Using fine materials and ensuring meticulous attention to detail.
• •Connection (Ohana): Supporting Hawaiian culture and environmental causes like marine animal response and ending plastic pollution.

Best Practices

• •Emphasize Heritage & Authenticity: Consistently reference the Hawaiian traditions, hand-engraving process, and the meaning behind symbols. Use phrases like 'Handmade in Hawaii,' 'Traditional Hawaiian Engraving.'
• •Balance Tradition with Modernity: Highlight the unique fusion of classic Hawaiian artistry with 'New York's modern essence.' Use words like 'contemporary,' 'sophisticated,' alongside 'heritage,' 'timeless.'
• •Evoke Emotion and Sentiment: Connect the jewelry to personal stories, memories, love, and the 'Aloha Spirit.' Use evocative language that speaks to the heart, positioning pieces as 'heirlooms' and 'treasures.'
• •Showcase Quality and Craftsmanship: Detail the meticulous work of master artisans and the use of high-quality materials. Words like 'master artisan,' 'hand-carved,' 'precision,' and 'fine jewelry' reinforce this.
• •Maintain a Tone of Warm Sophistication: Keep the language elegant and refined, yet warm, approachable, and imbued with the spirit of Aloha. Avoid overly casual slang while ensuring the copy feels personal and inviting.

Social Perception

High-Quality & Authentic, Beautiful & Unique Designs, Trusted Brand, Popular with Japanese Market, Good Customer Service, Sentimental Value, Associated with Special Occasions.

Copy Examples

• •Headline: Maxi: Where Hawaiian Tradition Meets Modern Elegance. Body: Cherish your story with handcrafted heirlooms, engraved with aloha in Hawaii and inspired by the sophistication of New York. Each piece, a timeless treasure. Call to Action: Discover Your Legacy.
• •Headline: The Spirit of Aloha, Forged in Gold. Body: Feel the mana of the Islands. Our master artisans handcraft each unique piece, blending sacred Hawaiian symbols with contemporary design. More than jewelry, it's a connection. Call to Action: Wear Your Hawaii.
• •Headline: Engrave Your Love Story. With Maxi. Body: From 'I do' to 'forever,' let our bespoke Hawaiian jewelry narrate your most precious moments. Traditional engraving, timeless design, uniquely yours. Call to Action: Create Your Custom Heirloom.
• •Headline: Handmade in Hawaii. Designed for a Lifetime. Body: Experience the meticulous craftsmanship of Maxi. Authentic Hawaiian jewelry that captures the beauty of the islands and the elegance of contemporary style, destined to be treasured for generations. Call to Action: Explore Our Collections.
• •Headline: Maxi: Carry the Warmth of Hawaii, Always. Body: Our jewelry is an embrace from the islands – a whisper of tradition, a gleam of modern artistry. Find the piece that speaks to your soul and tells your unique story. Call to Action: Find Your Mana.