Brand Tone

Aspirational yet accessible, elegant, and confident, balancing luxury with a relatable, personal connection. The language is feminine and empowering, encouraging self-expression through personal style.

Brand Values

• •Everyday Luxury
• •Timeless Quality
• •Effortless & Feminine Design
• •Authenticity and Passion
• •Customer-Centricity

Best Practices

• •Emphasize "Everyday Luxury": Consistently use language that reinforces the idea that these are not just special occasion pieces, but are meant for daily wear. Use phrases like "lived-in luxury," "your daily shine," and "effortless elegance."
• •Lead with Quality and Durability: Highlight the high-quality materials (14k gold vermeil, sterling silver) and benefits (hypoallergenic, tarnish-resistant, waterproof) in product descriptions and marketing copy to build trust and justify the price point.
• •Maintain a Personal and Passionate Voice: Continue to share the founder's story and passion for jewelry. This creates an authentic connection with the audience and differentiates the brand from larger, more impersonal competitors.
• •Use Empowering and Aspirational Language: Frame the jewelry as a tool for self-expression and confidence. Use words that evoke a sense of elegance, confidence, and timelessness.
• •Engage with the Community: Actively respond to comments and messages on social media in the brand's established tone. Encourage user-generated content by asking customers to share how they style their pieces, reinforcing the "everyday" and "personal style" aspects of the brand.

Social Perception

Largely positive, with customers and collaborators admiring the beautiful, high-quality, stylish, and durable designs. The brand is perceived as providing excellent value, especially due to hypoallergenic and tarnish-resistant qualities, and is seen as chic and desirable, further solidified by features in high-end fashion magazines and influencer associations. There is a general lack of negative feedback.

Copy Examples

• •The final layer to your everyday armor. Our new Vermeil chain is designed to be lived in, from your morning coffee to your evening out. Effortless, timeless, and all yours.
• •Tired of jewelry that tarnishes after a few wears? Discover the everyday luxury of Emily Volaski. Our 14k gold vermeil pieces are crafted to last, so you can shine on, day after day. Shop now and enjoy 15% off your first order.
• •That feeling when your jewelry is as resilient as you are. Our hypoallergenic and waterproof pieces are made for every moment of your busy life. #everydayluxury #goldjewelry #tarnishfreejewelry
• •You deserve to feel beautiful every single day. We've curated a collection of our most-loved, easy-to-style pieces that are perfect for elevating your daily look. Because luxury should be a habit, not a special occasion.
• •Beyond the Jewelry Box. Discover timeless pieces designed for your real life. Luxury that is meant to be worn, loved, and lived in, every day.