Brand Tone

personal, artistic, elegant, and authentic

Brand Values

• •Authenticity
• •Craftsmanship & Quality
• •Personal Connection & Storytelling
• •Modern Elegance
• •Individuality

Best Practices

• •Lead with the "Why": Always start with the emotional core of the brand. Instead of just describing a product's features (e.g., "14k gold ring"), start with the feeling or story behind it (e.g., "A ring that feels like it was always meant for you").
• •Use "I" and "You": Maintain the personal, one-on-one conversational tone established by the designer. Use "I" when speaking from Michal's perspective and address the customer directly as "you" to build a stronger connection.
• •Emphasize the Handmade Process: Consistently use words like "handmade," "artisanal," "crafted," "studio," and "designer" to reinforce the value of craftsmanship and differentiate the brand from mass-market competitors.
• •Tell Micro-Stories: In product descriptions and social media posts, briefly tell the story of the piece. What inspired it? What does it represent? This enriches the product and aligns with the brand's value of storytelling.
• •Maintain an Elegant & Clean Vocabulary: The language should always mirror the aesthetic of the jewelry. Use words like "elegant," "clarity," "simplicity," "authentic," and "timeless" to maintain a consistent high-end, artistic feel. Avoid slang, overly casual language, or aggressive sales-driven CTAs.

Social Perception

The brand is perceived as a high-quality, artisanal jewelry designer. Customers seem to have a strong, personal trust in the designer, Michal Ben Yishai. An article mentions a client asking the designer to "design an ear for me," showcasing deep confidence in her taste and style. The brand is seen as exclusive and special, for those looking for a piece of jewelry with meaning beyond its material value. While widespread customer reviews are scarce in the search results, the brand's own content and social media comments reflect a loyal and engaged clientele that values the artistic vision and personalized service. The focus on accessibility, as detailed in their accessibility statement, also projects an image of an inclusive and considerate brand.

Copy Examples

• •Your story, cast in gold. Our jewelry isn't just made by hand; it's made with heart. Each piece is a conversation, a memory, a part of you. Let's create the chapter that makes you sparkle. #MichalBenYishai #HandmadeJewelry #StorytellingJewelry #AuthenticDesign
• •More Than Jewelry. It's Your Signature. Tired of the ordinary? At MBY, we believe in jewelry with a soul. Designer Michal Ben Yishai breathes life into every piece, creating modern heirlooms that are uniquely yours. See the art behind the elegance. Shop the collection.
• •Elegance Redefined. Authentic, handmade jewelry that expresses the real you. Explore our new collection and find the piece you were born to wear.
• •Crafted for the individual, not the masses. This one-of-a-kind necklace features a hand-selected raw diamond, celebrated for its perfect imperfections. Cast in 18k gold, its design speaks of modern simplicity and timeless strength. A piece with a story no one else can tell, because it will become a part of yours. Handmade in the MBY studio.
• •A Personal Note from Michal | Inside the Studio