Brand Tone

aspirational yet accessible, friendly, and confident

Brand Values

• •Quality and Durability
• •Affordability
• •Style & Self-Expression
• •Community
• •Entrepreneurial Spirit

Best Practices

• •Lead with the Lifestyle Benefit: Always connect product features to customer lifestyle benefits (e.g., waterproof stainless steel to 'wear it anywhere,' 'never take it off,' 'effortless style').
• •Use Confident & Simple Language: Employ short, direct, and self-assured sentences. Avoid complex jargon, reflecting the product's simple value.
• •Incorporate Community Language: Consistently use and promote brand-specific hashtags like #notbrandedbabes, referring to customers as a collective community to build stronger connections.
• •Balance Aspiration with Relatability: Pair high-quality, inspiring imagery with friendly, down-to-earth captions that speak to everyday situations.
• •Leverage a Modern, Visual Vernacular: Continue using emojis (e.g., ✨,💧,🤍) and a conversational tone appropriate for social media platforms like Instagram and TikTok to maintain a fresh and approachable feel.

Social Perception

Largely positive, viewed as a reliable and trendy source for fashionable, high-quality, and budget-friendly jewelry. Customers appreciate the waterproof and tarnish-free value proposition at an affordable price. Seen as young, dynamic, successful, and trustworthy with a loyal social media following.

Copy Examples

• •Pool day or playlist-making-in-bed day, our waterproof pieces are here for it all. ✨ Effortless shine that you never have to take off. #notbrandedbabes #waterproofjewelry
• •Proof it's not just a summer fling. It's waterproof.
• •Live In Your Jewelry. From your morning workout to your evening plans, our waterproof stainless steel collections are designed to keep up with you. Shop Now.
• •We understood the assignment: create cute jewelry you can actually swim in. ✅ Mission complete. #tarnishfreejewelry #stainlesssteel #everydayjewelry
• •Meet your daily dose of gold. The Classic Chain is crafted from durable, 100% waterproof stainless steel, making it the perfect low-maintenance piece. Layer it up or let it shine on its own—it’s your style, we just provide the tools.