Brand Tone

Elegant, Aspirational, and Intimate

Brand Values

• •Timelessness
• •Beauty & Elegance
• •Accessibility
• •Customer Connection

Best Practices

• •Create a Keyword Lexicon: Develop a list of on-brand words (e.g., timeless, elegant, crafted, adorn, signature, elevate) and words to avoid (e.g., cheap, trendy, discount, flashy). Use this guide for all communications.
• •Focus on The Feeling: Write copy that evokes the feeling of wearing the jewelry—confidence, elegance, and quiet luxury—rather than just listing its physical attributes. Connect products to life's moments.
• •Encourage and Showcase User-Generated Content (UGC): Actively encourage customers to share photos using a specific hashtag. Reposting high-quality customer content builds authenticity and social proof while reinforcing the brand's aspirational lifestyle image.
• •Tell Deeper Stories: Use the About Us section, blog posts, or email newsletters to share more about the inspiration behind collections or the craftsmanship process. This builds brand depth and reinforces values beyond the product itself.
• •Maintain a Consistent Voice in Customer Service: Ensure that all interactions, from answering Instagram comments to handling customer support emails, reflect the same elegant, helpful, and appreciative tone established in the marketing copy.

Social Perception

The brand primarily controls its social perception through curated channels, projecting an image of quality and style. Due to limited independent reviews, its public profile is relatively low, but among its social media followers, the perception is likely positive, centered on aesthetic appeal.

Copy Examples

• •Your daily story, told in gold. Our pieces aren't just accessories; they're the timeless details that make your moments shine. Discover your signature look at Metales & Co.
• •Elegance You Can Wear Every Day. From morning meetings to evening outings, find the perfect piece to complete your look. Our new Radiance Collection features handcrafted jewelry designed to last. Shop now and enjoy free shipping on orders over $50.
• •An Exclusive Look Inside | Our Newest Collection Is Here. Be the first to explore the pieces that will define your summer style. Timeless, elegant, and just for you.
• •Timeless by Design. Jewelry crafted for every chapter of your story. Explore the Collections.
• •Meet Gaia, a study in graceful fluidity. This lariat necklace drapes delicately, featuring a polished gold pendant that catches the light with every movement. It’s the perfect statement of subtle sophistication, designed to be worn alone or layered for a personal touch. A modern heirloom for the discerning woman.