Brand Tone

Youthful, enthusiastic, and sales-driven. It is friendly and accessible, using direct and energetic language, instructional, encouraging, and exciting.

Brand Values

• •Self-Expression and Storytelling
• •Accessibility and Trendiness
• •Joy and Positivity
• •Gifting and Connection

Best Practices

• •Always use vibrant, positive, and energetic words. Phrases like "sparkle," "shine," "tell your story," and "your new favourite" reinforce the brand's youthful and exciting identity.
• •Center the copywriting on the customer. Use direct, second-person address ("Your story," "Design your piece") to make the experience feel personal, creative, and empowering.
• •Consistently weave the "tell your story" angle into product descriptions, ads, and social media. This is a key differentiator and a core value.
• •Since the brand is youthful and trend-driven, use emojis (✨💎💖) and visually descriptive language to complement the product photography and make the copy feel native to social and digital platforms.
• •Every piece of copy should guide the customer on what to do next. Use clear, encouraging calls to action like "Start Creating," "Shop the Sparkle," "Discover Your Style," and "Gift a Story."

Social Perception

Primarily shaped by the brand's self-presentation due to limited external online footprint. Customers perceive the brand positively, citing "great quality" and "amazing service". The general public perception is that of a small e-commerce business rather than a widely recognized label, with potential for brand confusion due to other businesses sharing a similar name.

Copy Examples

• •Your story, your way. Pick your charms, tell your tale, and wear it right on your wrist. From good karma to personal milestones, what will your bracelet say about you? Start creating your one-of-a-kind piece today.
• •More is more when it comes to sparkle. ✨ Our gold-plated chains are perfect for layering. Mix and match textures, add a pop of colour with a crystal charm, and create a look that's 100% you. Shine on!
• •Treat Yourself! ✨ Your new favourite jewellery is waiting. Shop our Bestsellers now and get up to 40% off. Go on, you deserve a little sparkle.
• •Welcome to the club! We’re so happy you’re here. Your style journey is just beginning. As a little thank you, here’s a 15% discount on your next order. Let's make some magic (and some amazing jewellery) together!
• •Good vibes only. Ward off the negative and protect your energy with our stunning Evil Eye Bangle. Dipped in luxe gold plating, it’s more than just an accessory—it’s your daily dose of good fortune and effortless style.