Brand Tone

Inspirational and Empowering

Brand Values

• •Female Empowerment
• •Giving Back/Pay it Forward
• •Support and Unity
• •Ethical Practices & Sustainability
• •Inspiration over Aspiration (initially)
• •Lifelong Impact
• •Integrity and Intention

Best Practices

• •Always Lead with Purpose: Ensure that the mission of female empowerment is woven into all communications, whether subtly or overtly. Every piece of copy should, in some way, connect back to the "why" behind SHIFFON.
• •Use Inspirational and Affirming Language: Employ words that uplift, encourage, and celebrate women's achievements and potential. Focus on positive impact and the power of collective action.
• •Highlight Stories of Impact: Regularly share stories of the female founders funded by the Startup Girl Foundation. This provides tangible proof of the brand's mission in action and reinforces the "giving back" value.
• •Maintain an Elegant and Refined Aesthetic: Ensure that visuals (photography, videography, graphics) and written content are always high-quality, sophisticated, and aligned with a fine jewelry brand, even while emphasizing the social mission.
• •Foster a Sense of Community: Use inclusive language ("our circle," "join us," "we") to make customers feel part of the SHIFFON movement. Encourage engagement and sharing of how they "wear the change."

Social Perception

socially conscious luxury brand

Copy Examples

• •A delicate spiral, a powerful promise. Our Duet Pinky Ring isn't just a piece of jewelry; it's a commitment to lift as we climb. With 50% of profits empowering female founders, you’re wearing the change and funding the future. #ShiffonCo #DuetPinkyRing #FemaleEmpowerment #WearTheChange #StartupGirlFoundation
• •Jewelry That Means More. At SHIFFON, every piece carries a promise of support, a spark of inspiration, and a step towards a more equitable world for women. Discover the collection and join our circle. #WearTheChange
• •More Than Sparkle: See the Impact You're Making with SHIFFON.
• •...More than an adornment, the Duet Pinky Ring is your daily reminder of the collective power of women. Its two stones symbolize one woman supporting another, a tangible emblem of your part in a global network dedicated to uplifting female entrepreneurs. Ethically sourced and consciously crafted, it’s a beautiful investment in yourself and in the generations of women to come.
• •Looking for a gift that truly gives back? The SHIFFON Duet Pinky Ring empowers women with every purchase. 50% of profits fuel the dreams of female founders through our Startup Girl Foundation. Give a gift of beauty, meaning, and impact. Shop SHIFFON.