Brand Tone

Elegant & Luxurious, Artistic & Unique, Personal & Passionate, Ethical & Responsible, Approachable & Customer-Centric

Brand Values

• •Quality Craftsmanship
• •Uniqueness & Exclusivity
• •Heritage & Artistry
• •Ethical Responsibility & Sustainability
• •Customer Delight & Lasting Memories
• •Empowerment & Education

Best Practices

• •Develop a Brand Voice Guide: Clearly define the tone (e.g., elegant, artistic, personal, ethical), key messaging points, preferred vocabulary (and words to avoid), and provide examples. This ensures anyone writing for the brand is aligned.
• •Emphasize Storytelling: Connect with customers by sharing the stories behind the designs, the inspiration from Ghanaian culture, the ethical sourcing journey, and the founder's passion. This reinforces the personal and artistic values.
• •Highlight Uniqueness and Craftsmanship: Consistently use language that underscores the one-of-a-kind nature of the pieces, the high-quality materials, and the skill involved in their creation.
• •Incorporate Ethical Messaging Naturally: Weave in the commitment to recycled gold and ethically sourced gemstones into product descriptions and brand narratives rather than making it a standalone, disconnected statement. This builds trust and appeals to conscious consumers.
• •Engage Authentically on Social Media: Maintain the personal and approachable tone seen on TikTok. Ask questions, share behind-the-scenes content, and respond to comments in a way that reflects the brand's passion and customer-centric approach. Show the human side of the luxury brand.

Social Perception

Highly Regarded for Quality and Design, Trusted Local Jeweler, Innovative and Community-Oriented, Associated with Luxury and Special Occasions

Copy Examples

• •Headline for a new collection inspired by Ghanaian symbols: "Wear Your Heritage. Discover the new [Symbol Name] collection – timeless elegance, uniquely yours. SueShimmers: Crafted in Ghana, Cherished Forever."
• •Social media post showcasing a custom design: "From a whispered wish to a breathtaking reality. ✨ We loved bringing this bespoke diamond ring to life, a unique story cast in 18K gold. Let's create your forever piece together. #SueShimmers #CustomJewelry #GhanaianLuxury"
• •Product description for an engagement ring: "Begin your forever with a sparkle that's as unique as your love. Our [Ring Name] engagement ring, featuring an ethically sourced [Gemstone] and handcrafted with passion in our Accra studio, is more than a jewel – it's a promise. #SueShimmers #EthicalDiamonds #FutureHeirloom"
• •About Us snippet for website/brochure: "At SueShimmers, we don't just make jewelry; we craft legacies. Inspired by the rich artistry of Ghana and a passion for contemporary design, each piece is a testament to quality, uniqueness, and the beauty of ethically sourced materials. Experience the shimmer of generations."
• •Email subject line for a promotion: "A Touch of Ghanaian Artistry: Find Your Unique Sparkle at SueShimmers."