Brand Tone

Playful & Whimsical, Joyful & Optimistic, Authentic & Personal, Inclusive & Welcoming, Nostalgic & Youthful, Humorous

Brand Values

• •Joy & Self-Expression: Believes in the transformative power of color, humor, and expressing one's individuality. Aims to make everyday life more dazzling and joyful.
• •Creativity & Artistry: Celebrates unique, handmade designs, often inspired by everyday objects, food, and personal experiences. Susan Korn's style was even born from creatively covering up imperfections in her early jewelry making.
• •Community & Connection: Focuses on building genuine relationships with customers, turning "friends of the brand" into a literal business model. The NYC store serves as a community hub, hosting events like beading nights.
• •Inclusivity: Strives to be a welcoming brand for everyone, moving away from the exclusivity often found in fashion. This includes the way models are cast and how the brand communicates with its community.
• •Authenticity & Honesty: Values genuine connections and transparency, with Susan Korn openly sharing her experiences and vision.
• •Handmade & Local Production: Many items are handmade in New York City, supporting local artisans, including migrant women who can work from home. This is also framed as a sustainable practice.
• •Boldness & Fun: Encourages making a statement and not shying away from vibrant, playful aesthetics.
• •Social Consciousness: The brand has used its platform to speak out on social issues and donate to relevant causes.

Best Practices

• •Embrace Imperfection & Authenticity: Don't be afraid to be real and show the human side of the brand. Share anecdotes, be open (like Susan is in interviews), and let the founder's genuine voice shine through. Copy should feel like it’s coming from a friend, not a corporation.
• •Infuse Playfulness & Humor: Use vibrant, descriptive language. Incorporate lighthearted jokes, whimsical metaphors, and a generally optimistic and fun-loving tone. Ask questions, use emojis where appropriate, and keep the energy upbeat.
• •Highlight Joy & Self-Expression: Continuously tie products back to the core mission of bringing joy and enabling self-expression. Focus on how the items make people *feel* – special, happy, connected.
• •Foster Community & Inclusivity: Address the audience directly and inclusively (e.g., "Sparkle Squad," "friends"). Encourage interaction and make them feel like they are part of the Susan Alexandra world. Emphasize that everyone is welcome.
• •Be Visually Descriptive & Story-Driven: Since the products are so visual and often have a story (handmade, inspired by food/nostalgia), use copy to paint a picture. Describe the colors, textures, and the inspiration behind designs to transport the reader into the Susan Alexandra universe.

Social Perception

Unique & Recognizable, Joyful & Uplifting, High Quality & Artistic, Founder-Driven, Community-Oriented, Cult Following & Celebrity Endorsement, Empowering

Copy Examples

• •Product Launch (New Bag): "Warning: May cause spontaneous joy! ✨ Our new [Bag Name] just dropped, and it's basically sunshine you can carry. Hand-beaded in NYC with extra love and a sprinkle of magic. Who needs boring anyway?"
• •Instagram Story (Behind the Scenes): "Fuelled by coffee and glitter! ☕💖 Susan's in the studio today, dreaming up more ways to make your world a little brighter. What whimsical wonders should we bead next? Tell us below! 👇 #SusanAlexandra #BTS #DreamInColor"
• •Website Banner (Sale): "Oops, we made too much magic! 😉✨ Our little treasures are looking for new homes. Snag a piece of handmade happiness at a price that’ll make you smile even wider. Limited stock, unlimited joy!"
• •Email Newsletter (Community Focus): "Hey, Sparkle Squad! ✨ Did you know our Orchard Street haven isn't just a store? It's where the magic happens – bead nights, giggles, and new friends! Come say hi, design your own charm necklace, and let's make something beautiful together. You belong here. 💖"
• •Promoting Judaica Collection: "Tradition just got a technicolor glow-up! 🌈✡️ Our new Judaica collection is here to add extra sparkle and personal flair to your cherished moments. Handmade with heart, designed to celebrate *you*. #SusanAlexandraJudaica #ModernHeirloom"