Brand Tone

Sophisticated-Cool (a unified blend of artistic, thoughtful, serene, sophisticated for jewelry and trendy, cool, confident for vintage clothing)

Brand Values

• •Sustainability & Longevity
• •Authenticity & Storytelling
• •Curated Quality

Best Practices

• •Unify the Brand Story: Create a cohesive narrative that bridges the gap between handmade jewelry and curated vintage. The theme of "modern heirlooms"—both created and discovered—is a strong contender.
• •Maintain a Consistent Voice: Decide on a primary brand tone. A blend of the "artistic" and the "cool" could be effective: "Sophisticated-Cool." Use this voice across the website, social media, and product descriptions.
• •Use a Core Set of Keywords: Consistently use terms like "heirloom," "sustainable," "handcrafted," "curated vintage," "NYC," "slow fashion," and "storytelling" across all platforms to reinforce brand values.
• •Integrate All Products: The website should feature a "Vintage" section, and social media should showcase both jewelry and clothing. This cross-promotion will create a unified brand image and prevent customer confusion.
• •Be Transparent: Clearly explain the nature of both product lines. For vintage items, be upfront that they are pre-owned and sales are final, as they currently do on their marketplace listings. For jewelry, highlight the handmade process and sustainable materials.

Social Perception

The Igala NYC is primarily perceived as a high-end vintage clothing dealer, especially for leather jackets, driven by their presence at vintage shows and marketplace listings. The handmade jewelry aspect has very low public visibility. There is no discernible negative perception.

Copy Examples

• •More than a jacket. It's a second skin of stories, cut from a time of rebellion and raw energy. Hand-selected in NYC for its timeless character, this piece wasn't just made—it was lived in. Now, it's your turn. #HeirloomCool
• •Forged from recycled silver and whispered secrets. Our Tajo Ring isn't just an accessory; it's a piece of wearable art, handcrafted in our NYC studio to be a future heirloom. Wear a story. #SlowFashion
• •At The Igala NYC, we believe true style is timeless. From unique vintage pieces with a past to sustainably handcrafted jewelry destined for the future, we curate and create objects of lasting value. Born in NYC, for the conscious individual.
• •Your story, told in silver and leather. Our sustainable, handmade jewelry pairs with one-of-a-kind vintage finds to create a look that's authentically yours. Quality that lasts, style that's eternal. #TheIgalaNYC
• •Selected by The Igala NYC. This vintage piece carries the marks of a life well-lived, offering a unique character that can't be replicated. We believe in the power of heirlooms—whether they are found or forged. Please note all vintage sales are final.