Brand Tone

Empathetic, Confident, Aspirational, Accessible Luxury, Practical

Brand Values

• •Practicality for an Active Lifestyle
• •Customer Trust & Satisfaction
• •Accessibility
• •Authenticity & Self-Expression
• •Conscious Production

Best Practices

• •Use phrases that evoke a sense of freedom from worry (e.g., "wear it everywhere," "live without limits," "effortless shine").
• •Frame the jewelry as a companion that keeps up with them.
• •Back up claims with the lifetime guarantee and mention of quality materials and testing.
• •Balance Aspiration with Accessibility: Showcase stylish, modern aesthetics while reinforcing the message of "accessible luxury" and good value.
• •Use Relatable Language: Start with the problem/frustration the brand solves (jewelry that tarnishes easily) to build an instant connection before presenting the solution.

Social Perception

Care for the customer's comfort and lifestyle. A brand that understands and aligns with the daily lives and aspirations of modern, active women.

Copy Examples

• •Because your sparkle shouldn't fade.
• •Discover accessible luxury that stays with you, day after beautiful day.
• •Live intensely, accessorize confidently.
• •Invest in beauty that stays.
• •Experience the Armadara difference.