Brand Tone

Sincere, personal, and heartfelt, emphasizing warmth, genuine connection, and an approachable style.

Brand Values

• •Family and Resilience
• •Handcrafted Quality
• •Creativity and Passion
• •Personal Connection
• •Authenticity

Best Practices

• •Always Lead with the "Why": Remind your audience of the brand's origin story. Whether in a short bio or a product description, weaving in the values of family, resilience, and love will reinforce the brand’s identity.
• •Use "I" and "My" to Maintain a Personal Voice: Write as Susanne, the creator. This maintains the personal, heartfelt tone and reminds customers they are connecting with an individual artist, not a large corporation.
• •Highlight the Handcrafted Details: Use descriptive language that emphasizes the manual creation process. Words like "hand-selected," "mindfully crafted," "unique by nature," and "one-of-a-kind" reinforce the value of the product.
• •Infuse Passion and Joy into Your Language: Communicate the love for the craft. Phrases like "a joy to create," "made with passion," and "I hope you love it as much as I loved making it" will resonate with the brand's core message.
• •Focus on Connection, Not Just Transactions: Frame purchases as a shared experience. Use inclusive language that invites customers into the brand's story. Ask questions in social posts and encourage them to share how they wear their pieces to build a community around the brand.

Social Perception

Perceived as a source of unique, high-quality, and beautiful handmade jewelry. The creator is seen as talented, communicative, and trustworthy. The purchasing experience is personal and special, making it ideal for meaningful gifts.

Copy Examples

• •More than just a necklace, this piece is a story whispered in sterling silver and semi-precious stones. Each element is chosen and crafted by hand, infused with the same passion that started our journey. Wear it as a simple statement of beauty or a reminder of the love that connects us all. Adjustable chain for the perfect fit, made just for you.
• •Monili Bei wasn't born in a boardroom; it was born in a heart. Started in 2002 out of a mother's need to care for her son, every piece of jewelry we create carries a piece of that resilience and love. When you shop with us, you're not just buying a beautiful design—you're becoming part of a family's story.
• •From my hands to yours. ✨ I found these stunning vintage beads this week and was immediately inspired. There’s so much joy in taking something with a past and giving it a new future as a piece you can treasure. What stories will you create with it? #HandmadeWithLove #MoniliBeiDesigns #JewelryWithAStory
• •A Little Sparkle, A Lot of Heart: New Designs Inside
• •Gifts That Tell a Story. Handcrafted jewelry made with passion and purpose. Find the perfect piece for someone you love.