Brand Tone

empowering, heartfelt, and stylish

Brand Values

• •Personal Heritage & Family Legacy
• •Craftsmanship and Quality
• •Self-Expression and Individuality
• •Celebrating Relationships
• •Timeless Design

Best Practices

• •Lead with the "Why": Always connect the product to a core value. Don't just sell a bracelet; sell a "symbol of connection" or a "marker of a personal journey."
• •Use Empowering Language: Incorporate words like "power," "strength," "legacy," "journey," and "story" to reinforce the brand's empowering and personal tone.
• •Encourage Personalization: In your copy, consistently highlight the option for custom engraving. Frame it as an opportunity for the customer to co-create their piece and infuse it with personal meaning.
• •Balance Modern Style with Timeless Feeling: Use contemporary language and address modern style, but always anchor it in the timeless concepts of craftsmanship, quality, and heritage.
• •Speak Directly to the Individual: Use a direct address ("Your Style," "Make it yours") to create a personal connection with the customer and make them feel seen and understood by the brand.

Social Perception

An accessible and meaningful brand for men's jewelry, viewed as an excellent source for personalized and thoughtful gifts. Perceived as offering stylish, good-quality products at a fair price point, representing a strong alternative to both high-end luxury and disposable fashion jewelry. The narrative of family and personal empowerment resonates, giving the brand an authentic and trustworthy identity.

Copy Examples

• •Crafted to be worn, and a story to be told. The new Titan Bracelet isn’t just an accessory; it’s a daily reminder of your strength and your journey. Make it yours. #SoyerStyle #MensJewelry #CraftedForYou
• •Give a gift that carries his story. Engrave a name, a date, or a moment on our handcrafted sterling silver pendants and create a symbol of your connection that will last a lifetime. #SoyerGifts #FamilyLegacy
• •Subject: More Than Jewelry | Your SOYER story continues... | We noticed you appreciate craftsmanship with meaning. Explore our latest arrivals, designed to honor the same values of strength and connection that brought you to us. #TimelessStyle
• •Your Style. Your Story. Your Power. Discover handcrafted jewelry designed to celebrate who you are and the bonds you share.
• •The signet ring, reimagined. A solid, handcrafted piece designed for the modern man. Its polished surface is the perfect canvas for a personal engraving—a symbol of your heritage or a mark of your own making. Wear it as a statement of who you are.