Brand Tone

Aspirational yet accessible, blending elegance and sophistication with a friendly and customer-centric approach. It is also confident and empowering.

Brand Values

• •Affordable Luxury
• •Timelessness and Elegance
• •Customer Happiness
• •Individuality and Self-Expression
• •Quality Craftsmanship

Best Practices

• •Lead with 'Affordable Luxury': Always balance the aspirational with the accessible. Use words like 'elegant,' 'timeless,' and 'handcrafted' alongside 'attainable,' 'discover,' and 'your.'
• •Focus on "Feeling," Not Just Features: While mentioning materials is important, the copy should emphasize how the jewelry makes the customer feel confident, beautiful, and unique.
• •Tell a Story: Frame the jewelry as part of the customer's personal narrative. Use phrases like 'your story,' 'your journey,' and 'celebrate you' to create a deeper connection.
• •Maintain a Warm and Confident Voice: The tone should be consistently welcoming and assured. Avoid overly technical jargon or an exclusionary tone. The brand is a guide to elegance, not a gatekeeper.
• •Leverage Social Proof: Continue to highlight positive customer experiences and reviews in marketing materials to build trust and reinforce the brand's commitment to satisfaction.

Social Perception

Largely positive, perceived as offering high-quality, elegant, and well-made products that provide excellent value for money, meeting or exceeding customer expectations regarding aesthetic and value.

Copy Examples

• •Timeless Elegance, Attainable Luxury. Discover jewelry designed to be a part of your story. Explore the collection.
• •More than an accessory, it's a statement of you. Our 'Elora' pendant, handcrafted with the finest materials, is designed to be a timeless addition to your collection, effortlessly elevating any look with a touch of understated elegance.
• •Confidence looks good on you. ✨ Our pieces are made to make you feel as incredible as you are. How do you style your MINOMI?
• •Redefine Your Everyday. Why wait for a special occasion? Our latest collection of handcrafted watches and jewelry brings a touch of luxury to every moment. Find your new favorite piece today.
• •The art of affordable luxury is here. Get the timeless, elegant jewelry you've been dreaming of, without the markup. With over 1000 5-star reviews, see why our customers are celebrating their individuality with MINOMI.