Brand Tone

elegant, sophisticated, and educational

Brand Values

• •Quality and Craftsmanship
• •Timeless Beauty
• •Customer Trust and Education

Best Practices

• •Always Lead with Elegance: Use refined and sophisticated language. Avoid slang, overly casual phrasing, or aggressive sales tactics. The voice should be calm, confident, and poised.
• •Educate, Don't Just Sell: Frame product descriptions and social media posts as opportunities to share knowledge. Explain the unique qualities of different pearls, their origins, and the craftsmanship involved. This builds authority and trust.
• •Focus on "Timeless" over "Trendy": While showcasing contemporary designs is important, the core message should always link back to the enduring and classic nature of pearls. Use words like "heirloom," "classic," "enduring," and "timeless."
• •Maintain Visual and Textual Harmony: Ensure that the high-quality, clean, and elegant aesthetic of the product photography is matched by the copy. The words should be as polished and beautiful as the images.
• •Develop a Brand Lexicon: Create a list of on-brand words (e.g., "luster," "iridescent," "exquisite," "hand-selected," "craftsmanship") and words to avoid (e.g., "cheap," "deal," "hurry"). This will ensure consistency across all writers and platforms.

Social Perception

Overwhelmingly positive, with high customer satisfaction, reliable service, and strong recognition within the pearl enthusiast community.

Copy Examples

• •Unveil the mystery of the ocean. Our new Tahitian pearl collection features deep, iridescent hues, each a unique masterpiece of nature. Crafted in 18k gold, these earrings are not just jewelry, but a statement of timeless sophistication. Discover the allure.
• •The epitome of elegance. The lustrous glow of our Akoya pearls is a testament to their exceptional quality. Perfect for every occasion, from the boardroom to a bride's special day, this necklace is an heirloom in the making. A symbol of pure, classic beauty.
• •Did you know? The value of a pearl is determined by its luster, surface, shape, color, and nacre thickness. We take pride in sourcing only the finest pearls that meet the highest standards of quality. Learn more about what makes our pearls exceptional on our blog.
• •A special gift for our valued clients. For a limited time, enjoy a personalized consultation with our pearl specialist to find the piece that truly speaks to you. Experience the luxury of choice and the assurance of quality that defines Pernulo.
• •Styling inspiration for the modern woman. A single strand of South Sea pearls can elevate any look, adding a touch of grace and power. Timeless, versatile, and always elegant. #PernuloPearl #PearlJewelry #ClassicStyle