Brand Tone

Aspirational yet Accessible, Trendy and Youthful, Empowering, Engaging and Community-Oriented, Positive and Playful

Brand Values

• •Affordable Luxury
• •Style and Elegance
• •Empowerment
• •Accessibility
• •Quality Craftsmanship (within its price point)

Best Practices

• •Embrace "CareFree Luxury": Always balance aspirational language ("elegant," "sophisticated," "dazzling") with an accessible and friendly approach ("affordable," "everyday," "your style"). This core concept should permeate all communications.
• •Stay Youthful and Trendy: Use current slang (appropriately), emojis, and a conversational style, especially on platforms like TikTok and Instagram. Keep an eye on trending audio and video formats to stay relevant to the Gen Z and young professional demographic.
• •Focus on Empowerment: Frame product benefits around how they make the customer *feel* – confident, stylish, empowered, extraordinary. Use encouraging and positive language.
• •Highlight Visual Appeal and Japanese-Inspired Aesthetics: Use descriptive words that evoke the beauty and design of the products (e.g., "delicate," "intricate," "minimalist," "chic," "muted tones").
• •Be Authentic and Engaging: When discussing materials or addressing customer queries (like tarnish concerns), be transparent and provide helpful information. Encourage interaction through questions, polls, and user-generated content features. Maintain a friendly and approachable voice in customer service interactions.

Social Perception

Popular among younger audiences, Good Value, Trendy and Desirable, Associated with "CareFree Luxury", Recognizable, Improving In-Person Experience

Copy Examples

• •Instagram Post (New Necklace Launch): Unlock your inner sparkle ✨ Our NEW [Necklace Name] has arrived to make your everyday extraordinary. Elegance you can wear, luxury you can afford. Shine on without breaking the bank. 😉 #MikanaCarefreeLuxury #NewCollection #EverydayElegance
• •TikTok Video Caption (Styling a Bag): GRWM: Coffee run but make it fashion! ☕️ obsessed with how the [Bag Name] completes my look. Stylish, practical, and totally budget-friendly. Who says luxury can't be carefree? 😉 #MikanaStyle #OOTD #AffordableLuxury #BagGoals
• •Facebook Ad (General Brand Awareness): Feel empowered, look elegant. ✨ Mikana offers Japanese-inspired jewelry and trendy accessories designed to make you feel like your best self, every single day. Discover your #CareFreeLuxury at mikana.jp or visit our new store at Festival Mall! #MikanaPH #StyleForLess
• •Email Newsletter Subject (Promotion): Treat Yourself! 👑 Score [Discount]% Off Your Mikana Faves Body Snippet: Hey Gorgeous! Ready to add a touch of glam to your week? Indulge in our #CareFreeLuxury collection – from dazzling necklaces to chic bags, find pieces that speak to your unique style. Shop now and shine bright!
• •Product Description Snippet (for a Ring): Meet the [Ring Name] Ring: a whisper of sophistication for your hand. Crafted with [material details e.g., 18k gold plating and a brilliant cubic zirconia], this piece is designed for the modern woman who loves a touch of everyday luxury. Make a statement, effortlessly. #MikanaJewelry #EmpoweredElegance