Brand Tone

Trendy and Fashion-Forward, Youthful and Energetic, Approachable yet Aspirational, Confident and Edgy ("New York Grit"), Personalized and Expressive

Brand Values

• •Self-Expression and Individuality
• •Trend Relevance
• •Quality Craftsmanship (NYC Made)
• •Accessibility of Style
• •Community and Connection
• •Honoring Heritage (Family Legacy)

Best Practices

• •Know Your Audience, Speak Their Language: Use contemporary slang and references that resonate with a young, fashion-aware demographic (e.g., "vibe," "glow," "💯," "fire emoji"). Stay active on social media to keep up with evolving language.
• •Embrace the "NYC Edge": Infuse copy with confidence, a bit of boldness, and the dynamic energy of New York City. Highlight the "Made in NYC" aspect as a mark of quality and style.
• •Highlight Personalization and Self-Expression: Continuously emphasize the customizable nature of the products and how they allow individuals to tell their own story or express their unique identity.
• •Be Visually Driven, and Let Copy Complement: Since jewelry is highly visual, ensure copy enhances the imagery and videos used, often incorporating calls to action that encourage engagement (e.g., "Tap to shop," "Design yours").
• •Maintain Authenticity and Approachability: While aspirational, keep the tone relatable. Share user-generated content, respond to comments genuinely, and avoid overly formal or corporate language. Even when talking about quality materials, keep it straightforward.

Social Perception

Popular among younger, style-conscious consumers, Influencer-Approved, Associated with NYC style, Generally Positive for Product, Potential Concerns (Common in Online Jewelry)

Copy Examples

• •Headline: NYC Your Way. ✨ Body: Don't just wear jewelry, own your story. Our iconic nameplates and custom pieces are crafted right here in the heart of New York City, because your vibe is unique. What will yours say? #ShamiOfficial #NYStyle #CustomJewelry
• •Headline: Spotted: Your Next Obsession. 🔥 Body: From street style to your feed, SHAMI is how NYC does iconic. Get the look that’s all you – bold, fresh, and unapologetically original. Tap to shop the collection everyone’s talking about. #ShamiJewelry #TrendAlert #PersonalizedGlow
• •Headline: Make It Yours. Seriously. 💯 Body: Why blend in? Your name, your rules. Our bestselling custom necklaces are more than just an accessory – they're your signature. Handcrafted in NYC with quality that speaks for itself. Design yours now. #MyShami #CustomMade #JewelryGoals
• •Headline: Level Up Your Layers. ⛓️ Body: It’s all in the details. Mix, match, and stack your way to a look that’s 100% you. From delicate chains to statement charms, SHAMI OFFICIAL brings that NYC edge to your everyday. #LayeredLook #ShamiStyle #NYCJewelry
• •Headline: Gift The Unforgettable. (Or Keep It, We Won't Judge 😉) Body: Nothing says 'you get me' like a custom SHAMI piece. Perfect for your crew, your boo, or your awesome self. Made with love and a whole lot of NYC cool. #ShamiGifts #PersonalizedPerfection #TreatYourself