Brand Tone

aspirational, stylish, and accessible

Brand Values

• •Individuality and Self-Expression
• •Style and Trend-Consciousness
• •Quality and Craftsmanship
• •Joy and Statement-Making
• •Accessibility

Best Practices

• •Develop a Brand Voice Guide: Create a document that outlines the brand's personality, tone (e.g., aspirational, stylish, accessible, friendly), key messaging points, "do's and don'ts" for language, and examples of on-brand copy. This ensures everyone creating content is aligned.
• •Focus on "Your Story, Your Style": Consistently weave in the themes of personalization, self-expression, and uniqueness in all copy, from product descriptions to social media. Use words that evoke individuality and a personal connection.
• •Highlight Trends with Timeless Appeal: Balance the "latest trends" messaging with words that suggest enduring style and quality, like "elegance," "crafted," and "treasure." This appeals to both the fashion-forward and those seeking lasting pieces.
• •Use Positive and Evocative Language: Employ words that inspire and create a positive feeling around the brand and products (e.g., "shine," "sparkle," "elevate," "captivating," "joy," "statement").
• •Maintain Visual and Verbal Harmony: Ensure the tone of the copy on the website and social media aligns with the visual aesthetic. If the visuals are chic and modern, the copy should reflect that, avoiding overly casual or overly formal language that would create a disconnect. On platforms like TikTok, adapt the language to be more engaging and trend-aware while still reflecting the core brand personality.

Social Perception

Customers who leave reviews on the site seem to appreciate the aesthetics and design of the jewelry, noting that items are as pictured. However, the brand positions itself in the popular niche of trendy, personalized, and giftable jewelry. The focus on moissanite, often seen as an affordable yet beautiful alternative to diamonds, could also influence perception towards value and smart luxury. The digital presence on Instagram and TikTok suggests they are targeting a younger, style-conscious demographic familiar with online shopping and social media trends.

Copy Examples

• •Headline: Your Signature Style. Uniquely Yours. Body: Discover personalized jewelry that tells your story. At MSHSM, we craft pieces that are as individual as you are, blending timeless elegance with the latest trends. Make your statement.
• •Social Media Post (Instagram/Facebook): (Image: Close-up of a popular necklace on a model) Caption: Elevate your everyday. ✨ Our [Product Name] necklace adds that perfect touch of chic to any outfit. Hand-crafted with care, designed to shine. What story will your MSHSM piece tell? #mshsmjewelry #personalizedstyle #tellyourstory
• •Product Description Snippet (for a birthstone necklace): More than just a necklace, it’s a personal emblem. The Freya Waterdrop Birthstone Necklace, crafted with precision, carries the hue of your unique month, making it a meaningful treasure or the perfect heartfelt gift. Wear your story with elegance.
• •Email Subject Line: ✨ Unlock Your Shine: New Arrivals at MSHSM Inside! Email Body Preview: Be the first to explore our latest collection of trend-setting jewelry. Personalized pieces, designed to make you sparkle. Find your new favorite today!
• •TikTok Video Concept Caption: Video: Quick cuts showing different ways to style an MSHSM bracelet – casual, work, evening. Caption: One bracelet, endless vibes. ✨ Show us how you rock your MSHSM! #mshsmstyle #jewelryhacks #styleinspo #personalizedjewelry