Brand Tone

aspirational, romantic, and reassuring

Brand Values

• •Personalization and Uniqueness
• •Affordability
• •Craftsmanship
• •Customer-Centricity

Best Practices

• •Lead with Emotion, Support with Logic: Start copywriting with romantic and personal language that connects to the customer's feelings ('Your unique story,' 'A symbol of your love'). Follow up with reassuring and logical points ('Affordable price,' '30-day returns,' 'Handmade quality') to build trust and overcome purchase barriers.
• •Emphasize 'Handmade' and 'Studio' Origins: Consistently use words like 'handcrafted,' 'handmade,' 'studio,' and 'jewelers' instead of 'factory' or 'manufactured.' This reinforces the values of craftsmanship and personalization that differentiate the brand.
• •Champion the Alternative: Frame moissanite and other gemstones not as 'cheaper substitutes' but as beautiful, ethical, and smart choices in their own right. Use positive and empowering language like 'brilliant,' 'durable,' and 'eco-friendly' to describe them.
• •Be Transparent in Communication: Given the mixed reviews regarding shipping and quality, the brand should proactively manage expectations. In order confirmations and product descriptions, be clear about handmade production times. Use customer service interactions to be as helpful and transparent as possible to counteract negative perceptions.
• •Let the Customer's Story Shine: Encourage and feature user-generated content (reviews, photos, proposal stories). When writing copy, frame the jewelry as a supporting character in the customer's love story, not the hero. Use phrases like 'Be a part of over 12,500 love stories' to build a sense of community and trust.

Social Perception

ShyGems is positively perceived as offering beautiful, unique, and affordable engagement rings, serving as a great alternative to traditional stores. However, there's a notable negative perception stemming from customer complaints regarding product quality inconsistencies, extended shipping times, and inconsistent customer service, leading some to view the brand as risky.

Copy Examples

• •Your love isn't ordinary. Why should your ring be? At ShyGems, we handcraft unique engagement rings that tell your one-of-a-kind story. Explore our collection of moissanite and gemstone rings, and find a piece as unique as your love. Because a lifetime of happiness shouldn't start with a lifetime of debt.
• •Timeless romance, handcrafted just for you. ✨ Introducing our latest vintage-inspired creation, where intricate details meet everlasting sparkle. Each ring is made with love and passion in our studio, ready to become a part of your forever story. Swipe to see the magic up close.
• •They said a beautiful ring had to cost a fortune. We said... let's change the rules. Our handmade moissanite rings have all the sparkle, all the beauty, and none of the impossible price tags. Your love story is priceless, your ring should be affordable.
• •Say 'Yes' to Affordable Elegance. Discover our collection of exquisite, handmade engagement rings that are kind to your budget. With our 30-day money-back guarantee, you can shop with complete confidence. Personalized jewelry is now within reach.
• •For the love that feels like coming home. Our nature-inspired engagement rings feature delicate, handcrafted details that capture the beauty of the wild. The perfect symbol for a love that's truly organic. Pin this to your dream wedding board!