Brand Tone

approachable and fashion-forward

Brand Values

• •Accessibility
• •Versatility
• •Current Trends
• •Quality Commitment

Best Practices

• •Develop a Core Vocabulary: Create a list of 10-15 key words and phrases that align with the brand (e.g., "elevated," "on-trend," "versatile," "effortless," "statement," "essential"). Use these consistently across all platforms to reinforce the brand identity.
• •Focus on the "How It Feels": Instead of just listing product features, describe the feeling or outcome. Write copy that answers: How will this jewelry make the customer feel? (e.g., "confident," "put-together," "unique").
• •Maintain a Consistent Tone Across Platforms: Whether writing a website FAQ, an Instagram caption, or an email, the voice should remain the same asapproachable, stylish, and confident. Avoid being overly formal on one channel and extremely casual on another.
• •Use Questions to Engage: In social media captions and emails, ask questions to encourage interaction and make the brand feel more like a two-way conversation (e.g., "How would you style this?", "Coffee or cocktails with this look?").
• •Create a Simple Style Guide: Document the brand's tone of voice, preferred emojis, hashtag strategy, and any specific formatting rules (e.g., use of sentence case vs. title case). This ensures anyone writing for the brand can maintain consistency.

Social Perception

A reliable source for affordable and stylish fashion jewelry. Customers value the unique and elegant designs that can be worn for various occasions. The brand is likely perceived as being "in the know" about current trends without being intimidating.

Copy Examples

• •Your Style, Elevated. Discover jewelry that completes every look.
• •Meet your new everyday obsession. ✨ Our 'Golden Hour' collection has arrived to bring a little sunshine to your style. Which piece is calling your name? #RetrogradeBijoux #GoldJewelry #FashionJewelry
• •It's Here... The Drop You've Been Waiting For 👀
• •Delicate, dreamy, and designed to make you stand out. Our Butterfly Necklace is the perfect touch of whimsical elegance for your daily look or a special night out. Crafted for a lasting shine, it is more than an accessory asit is a statement.
• •Finding the perfect accessory shouldn't be complicated. At Retrograde, we bring you on-trend, quality jewelry for every occasion. From minimalist rings to statement necklaces, find your new favorite piece today. Shop now for 15% off your first order!