Brand Tone

Sophisticated, elegant, and aspirational, blending modern luxury with a touch of spiritualism. Communication is confident, clean, and direct, focusing on product beauty and quality while inspiring customers.

Brand Values

• •Quality Craftsmanship
• •Timeless & Modern Design
• •Individuality and Self-Expression
• •Accessible Luxury
• •Meaning and Symbolism

Best Practices

• •Lead with Elegance: Always use clear, sophisticated language. Avoid slang, overly casual phrasing, or excessive use of emojis. The voice should feel as refined as the jewelry itself.
• •Highlight the "Why": Don't just sell a ring; sell its meaning. Whether it's the craftsmanship, the NYC origin, or the energetic properties of the stone, always connect the product to a deeper value.
• •Embrace Aspirational Visuals and Language: Use words like "discover," "treasure," "embrace," and "embody." The copy should inspire customers to see themselves as the "contemporary woman" and "modern goddess" the brand is designed for.
• •Keep it Clean and Minimalist: Just like the brand's visual design, the copy should be uncluttered. Use short, impactful sentences and headlines. Let the quality of the product and the photography do most of the talking.
• •Maintain Consistency Across All Channels: The sophisticated, magical, and aspirational tone should be present everywhere from the website's product descriptions to Instagram captions and customer service emails. Every touchpoint is an opportunity to reinforce the brand's identity.

Social Perception

Highly positive, viewed as a reliable source of high-quality, beautiful, and unique jewelry. Customers perceive the brand as a desirable NYC-based jeweler that consistently delivers on its promise of quality and style, leading to strong loyalty and recommendations.

Copy Examples

• •Headline: Embrace Your Inner Light. Body: Introducing the Cosmic Moonstone Ring. Handcrafted in 18k gold and designed to capture the magic of the cosmos, each stone is a reminder of your own unique energy. Wear it alone for a touch of elegance or stack it to make your own statement. Discover the piece you'll treasure forever. #Sohomarie #FineJewelry #MoonstoneMagic #NYCJelry
• •Headline: The Modern Bride's 'I Do'. Body: Beyond the traditional. Discover our collection of engagement rings and wedding bands, where timeless design meets contemporary elegance. For the bride who defines her own style.
• •Subject: Just In: The Earthly Treasures Collection. Body: For a limited time, explore a curated selection of raw gemstone pieces, each telling a story millions of years in the making. From the deep greens of emeralds to the fiery glow of opals, these handmade designs are made for the modern goddess. Unearth your treasure before it's gone forever.
• •Text on screen: That feeling when your new energy arrives. Caption: Nothing less than real gems. ✨ Tag someone who needs this vibe. #SohomarieNYC #Unboxing #GemstoneJewelry #CrystalRings #MadeinNY
• •Headline: Timeless Jewelry, Mindfully Made. Body: At SOHO MARIE, we believe in beauty with intention. We partner with skilled artisans to create each piece by hand, using the finest precious metals and ethically sourced gemstones. Invest in jewelry that’s not just an accessory, but a story. Shop our NYC-designed collections today.