Brand Tone

Approachable, celebratory, and sentimental; friendly, feminine, positive, and emotional; consistently upbeat, focusing on memorable and joyful experiences; clear and warm, avoiding formality or technical jargon.

Brand Values

• •Connection & Relationships
• •Lasting Memories
• •Quality & Craftsmanship
• •Individuality & Self-Expression
• •Joy & Celebration

Best Practices

• •Lead with Emotion, Support with Logic: Start copy by tapping into the sentimental aspect (connection, memory, celebration). Follow up with the logical details (materials, process, locations) to build trust and answer practical questions.
• •Use "You" and "Your": Center the customer in the narrative. Phrases like "Your Story," "Your Bond," and "Celebrate You" make the experience feel personal and directly relevant to the reader.
• •Embrace Celebratory Language: Incorporate words like "celebrate," "cherish," "commemorate," "sparkle," "unforgettable," and "forever." Use emojis like ✨,💖, and 👯‍♀️ strategically on social media to enhance the joyful and feminine tone.
• •Highlight the Experience, Not Just the Product: Frame the copy around the act of getting the jewellery. Use action-oriented and experiential words like "Book Your Experience," "Get Linked Together," and "Create a Lasting Memory."
• •Foster Community through Copy: Encourage user interaction by asking questions ("Who would you get linked with?"), running polls, and using calls-to-action that prompt tagging and sharing. Feature customer testimonials and photos with captions that tell their story, reinforcing the brand's core values of connection.

Social Perception

Trendy, trustworthy, and high-quality provider of a unique and meaningful experience; seen as a go-to for celebrating special relationships and occasions; 'permanent' association viewed as a beautiful commitment, similar to a modern-day friendship bracelet; staff perceived as welcoming and skilled.

Copy Examples

• •Twinning & Winning. ✨ Some bonds are meant to last forever. Tag your bestie you'd get permanently linked with! Our custom-fitted 14k gold-filled chains are the perfect way to celebrate your unique connection. Book your spot via the link in our bio! #PermanentJewellery #FriendshipBracelets #PinkScarlett
• •Your Most Memorable Birthday Gift Yet. Ditch the gift wrap this year. Give an experience that sparkles and lasts. ✨ Bring your loved one to PinkScarlett for a permanent jewellery session and create a beautiful memory together. Perfect for celebrating another year of you! Book a private appointment today. #BirthdayGift #ExperienceGift #JewelleryLover
• •The cutest way to seal your bond 👯‍♀️ -> Choose your chain -> Get the perfect fit -> *ZAP* -> Forever! Grab your person, we'll bring the sparkle. ✨ #PermanentBracelet #Jewellery #BestieGoals #SydneyEvents
• •Your Story, Forged in Gold. Discover the beauty of permanent jewellery. Custom-fitted bracelets, anklets, and necklaces to symbolize your most cherished connections. Simple, painless, and everlasting. Button: Book Your Experience
• •A New Sparkle for Your Story. Hi [Name], your forever piece just got more personal! We've just launched a new collection of beautiful charms to add to your permanent bracelet or necklace. From birthstones to initials, find the perfect symbol to represent what matters most. Explore the new collection and add to your stack! #PermanentJewellery #Charms #CustomJewellery