Brand Tone

Personal & Passionate, Friendly & Approachable, Confident & Trustworthy, Modern & Innovative, Enthusiastic & Upbeat, Conscious & Caring

Brand Values

• •Quality & Durability
• •Sustainability & Ethical Practices
• •Affordability & Value
• •Personalization & Meaning
• •Customer Focus & Trust
• •Innovation & Trend Awareness
• •Joy & Confidence

Best Practices

• •Lead with Passion, Support with Facts: Start with the personal, passionate voice of the founder ("labour of love," "inspire confidence"), but always back it up with the tangible benefits (waterproof, tarnish-proof, quality promise, sustainable materials).
• •Be Approachable and Engaging, Especially on Socials: Use a friendly, slightly informal tone (emojis where appropriate, conversational language) particularly on Instagram and TikTok. Ask questions, respond to comments thoughtfully, and share user-generated content.
• •Clearly Communicate Core Values: Weave in keywords related to sustainability ("recycled," "eco-friendly," "slow fashion," "Greenspark partner") and quality ("luxe," "life-proof," "innovative plating") consistently across all platforms and product descriptions.
• •Maintain a Confident (Not Arrogant) Stance on Quality: When discussing the durability and tarnish-proof nature of the jewellery, use confident and reassuring language, referencing the quality promise without overstating or sounding boastful. Phrases like "We mean it" work well.
• •Show, Don't Just Tell, the "Fun" and "Everyday Wear" Aspects: Use lifestyle imagery and video content that shows the jewellery being worn in various real-life (and aspirational but attainable) scenarios – from casual outings to special occasions, even at the beach as suggested by Laura McBride. This reinforces the "wearable every-day" message.

Social Perception

Positive & Appreciative, Good Customer Service, Innovative & Exciting, Trustworthy, Engaged Community

Copy Examples

• •Meet your new everyday obsession. ✨ Our latest collection is here – designed in Belfast, sustainably crafted, and truly life-proof. Wear it, love it, swim in it, live in it. Because beautiful jewellery should be for every moment. #MondaysChildJewellery #WaterproofJewellery #SustainableStyle #NewCollection #NIJewellery
• •Seal your story. 🔗 Our permanent welded bracelets are more than just jewellery; they're a promise, a memory, a spark. Clasp-free, carefree, and forever yours. Book your experience at our Belfast studio! #PermanentJewellery #WeldedBraceletBelfast #MondaysChildUK #ForeverLinked #JewelleryExperience
• •Shine brighter, consciously. At Monday's Child, our luxe jewellery is crafted from recycled materials and designed to last – because style shouldn't cost the Earth. Plus, every order plants a tree. Look good, feel good, do good. [Learn More About Our Sustainable Practices] #SlowFashion #EthicalJewellery #MondaysChildCares
• •Subject: Tired of Tarnish? Your Worry-Free Jewellery Awaits! Snippet: Love your Monday's Child pieces from beach days to nights out, worry-free! Our innovative gold plating means no tarnish, just endless shine. Guaranteed. ✨ #LifeProofJewellery #TarnishFree
• •(Image: A colourful flat lay of charms) Your story, your way! 💫 Build your unique charm necklace or bracelet at Northern Ireland's first custom Charm Bar! Pick your chain, choose your treasures. What will your Monday's Child story say? DM to book or visit us in Belfast! #CharmBar #PersonalisedJewellery #MondaysChildUK #BelfastJewellery #UniqueGifts