Brand Tone

Vibrant, Confident, Chic, Playful, Direct, Elegant, and Aspirational.

Brand Values

• •Artisanal Craftsmanship
• •Cultural Heritage
• •Accessible Luxury
• •Joy and Self-Expression

Best Practices

• •Always lead with "Handcrafted" to emphasize artisanal nature and uniqueness.
• •Consistently use the "Shine" narrative and related words (radiant, glowing, bright, sun-kissed) to maintain a positive and vibrant tone.
• •Actively tell the cultural story, leaning into Colombian and Way 00fau heritage for deeper connection.
• •Ensure all photography and visuals are bright, clean, sunny, and chic, complementing the aspirational copy.
• •Maintain a confident and concise tone, avoiding overly complex language and using direct, declarative sentences.

Social Perception

Niche and undiscovered, associated with quality materials, and possessing a strong visually driven appeal, attracting customers through attractive, travel-inspired content.

Copy Examples

• •Golden hour, golden layers. Our handcrafted chains are made to catch the light. Shine on. #SusuJewelry #HandmadeGold #VacationStyle
• •A touch of Colombia's soul for your wrist. This bracelet features a genuine emerald, handcrafted and set in radiant 24K gold plate. A piece of art, a piece of heritage. Wear it alone for a simple statement or stack it for a look that's all your own.
• •Handcrafted Shine, Delivered to You. From our workshop in Colombia to your jewelry box. Discover unique, 24K gold-plated pieces designed to make you feel like sunshine. 2728 Shop Susu Jewelry now for free international shipping on orders over $150.
• •Your new favorite color? Gold. 2728
• •More Than Jewelry. It's Wearable Art. Handcrafted pieces from the heart of Colombia, plated in 24K gold. Discover the shine.