Brand Tone

sophisticated, elegant, and sincere

Brand Values

• •Timelessness
• •Quality & Craftsmanship
• •Ethical & Sustainable Production
• •Empowerment of the Modern Woman
• •Simplicity & Elegance

Best Practices

• •Embrace Sophisticated Language: Use a refined vocabulary that reflects the elegance of the brand. Words like "elevate," "curated," "timeless," "essentials," and "crafted" align well with the brand's tone.
• •Tell the Story Behind the Product: Instead of just listing features, narrate the inspiration and craftsmanship behind each piece. This adds a layer of sincerity and value.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the tone of the copy always matches the clean, minimalist, and elegant visuals. The words and images should work together to create a cohesive brand experience.
• •Speak to the "Modern Woman": Address your audience with a sense of shared values. The copy should resonate with a woman who is confident, stylish, and conscious of her choices.
• •Highlight Core Values Subtly: Weave in the brand's commitment to quality, ethics, and timelessness naturally into the narrative rather than making it the sole focus of every message. This reinforces brand integrity without sounding preachy.

Social Perception

The public perceives Nejim as a provider of high-quality, elegant, and timeless jewelry. Customers and online commentators see it as a go-to brand for classic pieces that can elevate an outfit. The association with "demi-fine" positions it as an accessible luxury brand, offering a step up from costume jewelry without the full expense of fine jewelry. The brand's commitment to ethical practices, while a core value, is not as prominently discussed in public forums, suggesting an opportunity for increased communication in this area.

Copy Examples

• •Introducing The Heritage Collection. Inspired by the enduring beauty of heirlooms, each piece is designed not just to be worn, but to be cherished. Discover timeless silhouettes, ethically crafted to be part of your story for years to come. #NejimJewelry #TimelessEssentials
• •Elegance with a conscience. At Nejim, we believe the most beautiful jewelry is made responsibly. Our pieces are crafted from high-quality, ethically sourced materials, so you can feel as good as you look. Explore our collection of timeless designs.
• •Your Everyday Signature. The Leros Herringbone Chain, our most-loved piece, is the epitome of effortless elegance. Designed for the modern woman, it’s the perfect touch of gold for any occasion.
• •The Art of the Layer. Our delicate chains and pendants are designed to be mixed and matched. Create a look that is uniquely yours with our collection of timeless, minimalist jewelry. #LayeringNecklaces #GoldJewelry #MinimalistStyle
• •More Than Just Jewelry. In a world of fleeting trends, we choose to create pieces with permanence. Nejim was founded on the idea of crafting timeless essentials that become a part of you. Thank you for embracing our vision of sustainable, elegant design.