Brand Tone

Reverent and story-driven, with an intimate and passionate secondary tone.

Brand Values

• •Heritage & Storytelling
• •Ethical Responsibility
• •Authenticity & Craftsmanship
• •Timelessness
• •Connection

Best Practices

• •Lead with the Story: Always frame the product within a narrative. Whether it's the history of a vintage piece or the cultural inspiration behind a new design, the story should be the hook.
• •Use Evocative and Sensory Language: Words like "whisper," "shine," "warmth," and "story" create an emotional connection. Describe how the jewelry feels, its history, and the legacy it represents, not just its physical attributes.
• •Emphasize Core Values: Consistently weave in the brand's values. Mention "responsibly sourced," "heirloom," "timeless," and "heritage" to reinforce what the brand stands for.
• •Adapt the Tone to the Platform: Maintain the core "reverent and story-driven" tone, but adapt its expression. Keep it more descriptive and elegant on Instagram, and more personal, behind-the-scenes, and conversational on TikTok.
• •Educate and Share Passion: Position the brand as a guide. Share knowledge about jewelry history, different eras, and craftsmanship. This builds authority and shows genuine passion, which in turn builds trust with the audience.

Social Perception

Molimo is perceived as a trustworthy and high-quality source for unique and beautiful jewelry. The brand is seen as knowledgeable and passionate, appealing to conscious consumers who value sustainability, individuality, and excellent customer service.

Copy Examples

• •Some stories are written in ink, others are cast in gold. This Art Deco piece isn't just a ring; it's a whisper from the Jazz Age, carrying a century of secrets in its facets. Who will write the next chapter? #VintageJewelry #Heirloom
• •Inspired by the intricate patterns of Congolese textiles and the delicate balance of Chinese calligraphy, our 'Woven Soul' earrings are a celebration of heritage. Crafted from responsibly sourced 14k gold, they are designed not just to be worn, but to be felt. A piece of our story, ready to become a part of yours.
• •(Video shows hands carefully cleaning a vintage locket) Voiceover: "You can't just clean a piece like this; you have to listen to it. Every little mark tells a story. Our job is to make sure that story shines for the next person who wears it." On-screen text: "Giving old stories a new sparkle. #JewelryRestoration #AntiqueJewelry"
• •Tired of trends? Invest in a story. Our curated collection of vintage and antique jewelry offers more than just style—it offers a piece of history. Ethically sourced, passionately restored. Discover your timeless piece at molimo.
• •New Arrivals with Old Souls" Body Intro: "This week, we've welcomed a few new (old) friends to the molimo family. From a Victorian locket that feels full of secrets to a pair of earrings that have danced through decades, explore pieces that are rich in history and ready for a new home.