Brand Tone

Aspirational yet accessible, elegant, personal, and encouraging. Feels like a chic but approachable friend with great taste.

Brand Values

• •Affordable Luxury
• •Quality & Craftsmanship
• •Self-Expression and Confidence
• •Personalization
• •Accessibility

Best Practices

• •Always Blend Aspiration with Accessibility: Consistently use language that sounds elegant and empowering ('goddess,' 'extraordinary beauty,' 'cherished') but pair it with welcoming and friendly phrases ('Get in babes,' 'your favourite jewel') to maintain the brand's approachable luxury feel.
• •Highlight the 'Semi-Fine' Value Proposition: In product descriptions and ads, regularly explain what 'semi-fine' means for the customer: better quality than fashion jewelry, crafted with superior materials, and designed for durability with proper care, all at a fair price.
• •Focus on 'The Feeling,' Not Just the Product: Write copy that evokes emotion. Instead of just describing a necklace's features, describe how it will make the wearer feel: 'confident,' 'renewed,' 'special,' and 'desirable'.
• •Incorporate Personalization and Storytelling: Encourage customers to see the jewelry as part of their personal story. Use questions and prompts in social media copy (e.g., 'What does this piece symbolize for you?') to foster a sense of individuality and connection.
• •Maintain a Consistent Call to Action: End communications with clear, empowering calls to action that reflect the brand's values. Examples include 'Discover your favourite jewel,' 'Express your style,' or 'Celebrate yourself.' This reinforces the brand's mission of self-expression and confidence.

Social Perception

An emerging, aesthetically pleasing jewelry brand with positive social media engagement for dainty, on-trend designs. Customers appreciate the image but show curiosity about long-term quality and durability, indicating a need for building greater trust through testimonials.

Copy Examples

• •Your story, your style. Our Initial Pendants are more than just jewelry—they're a personal statement. Crafted for everyday elegance and designed to be uniquely yours. How will you tell your story? #MYDEWI #AffordableLuxury #PersonalisedJewellery
• •Tired of jewelry that tarnishes after a few wears? Elevate your collection with MYDEWI’s semi-fine pieces. Experience the perfect blend of quality craftsmanship and accessible prices. Shine with confidence. Shop now and enjoy free shipping over RM60. #SemiFineJewellery #QualityYouCanFeel
• •A symbol of endless connection and timeless style. Our Infinity Knot Cuff is delicately crafted to be your go-to accessory for any occasion. Made with quality materials for a luxurious feel, it’s the perfect reminder of your strength and grace. Feel renewed, feel desirable. #MYDEWI #CraftOfPerfection
• •Hi [Customer Name], you deserve to feel extraordinary every day. At MYDEWI, we believe in affordable luxury that empowers you to shine. Discover our new collection of on-trend pieces designed to celebrate your unique beauty. Because you are a goddess. [Shop New Arrivals]
• •The Art of Everyday Elegance. Discover semi-fine jewelry that moves with you. Quality essentials at fair prices, because you shouldn't have to choose. #MYDEWI