Brand Tone

Approachable and Friendly, Trendy and Modern, Authentic and Passionate, Empowering and Confident, Fun and Playful

Brand Values

• •Affordability and Accessibility
• •Quality and Durability
• •Customer Focus and Satisfaction
• •Community
• •Authenticity and Honesty
• •Adaptability and Growth
• •Passion
• •Health (Work-Life Balance for Employees)

Best Practices

• •Stay True to Your "Why": Always circle back to the brand's origin – providing affordable, modern, durable jewelry because Nikki herself couldn't find it. This keeps the voice authentic and relatable.
• •Emphasize Key Value Propositions Consistently: Words like "waterproof," "tarnish-free," "affordable," "under $50," "dainty," and "modern" should be woven naturally into communications across all platforms.
• •Be Engaging and Conversational: Use a friendly, approachable tone. Ask questions, use emojis where appropriate (especially on social media), and make customers feel like they're part of a community.
• •Highlight the Experiential: For offerings like the charm bar and permanent jewelry, focus on the fun, personalization, and memory-making aspects. Use words that evoke excitement and shared experiences.
• •Showcase Real People and Stories: Incorporate user-generated content and tell stories (like Nikki's or customer experiences) to build connection and trust. This reinforces the "authentic experiences" value.

Social Perception

Trusted Source for Affordable, Everyday Jewelry, Innovative and On-Trend, Good Quality for the Price, Woman-Owned and Local (Dallas), Positive Customer Service

Copy Examples

• •Instagram Post (Image: Layered necklaces on a smiling person): Stack 'em up, buttercup! ✨ Our waterproof gold-filled chains are made for your everyday adventures – from morning coffee to evening glam. Shine on without the worry. Shop your new favorite layers via the link in bio! #NikkiSmithDesigns #WaterproofJewelry #EverydayDrip #AffordableLuxury #DallasJewelry
• •TikTok Video Teaser (Quick cuts of charm bar, permanent jewelry, happy customers): Your vibe, your story, your stack! 💖 Come create magic at our charm bar or get zapped with your bestie! Waterproof, under $50, and all about YOU. Find your nearest Dallas store! #NikkiSmithDesigns #CharmBarFun #PermanentJewelryDallas #WaterproofJewelry #PersonalizedStyle
• •Facebook Ad (Carousel of different earring styles): Tired of jewelry that tarnishes after a few wears? 🙄 So were we! That’s why Nikki Smith Designs offers modern, dainty pieces that are WATERPROOF and made to last. All under $50! Treat your ears (and your wallet!) 😉 Shop now: [Link] #NikkiSmithJewelry #AffordableStyle #DurableDesigns #TreatYourself #ShopLocalDallas
• •Website Homepage Banner: Meet Your Everyday Jewelry. ✨ Modern, Dainty, Waterproof. Pieces you'll live in, all under $50. Designed in Dallas with love. #NikkiSmithDesigns #LiveInYourJewelry
• •Email Newsletter Subject: Don't Let a Little Water Ruin Your Sparkle! ✨ Hey Jewelry Lover, Dive into summer with pieces that can keep up! Our waterproof collection is designed for real life – from pool days to sweaty workouts. Discover durable, stylish jewelry under $50 that lets you shine, worry-free. Explore the collection: [Link] #NikkiSmithDesigns #Waterproof #SummerStyle