Brand Tone

sophisticated, artistic, modern, and confident

Brand Values

• •Self-Expression and Confidence: THEYKNOW encourages wearers to add their own take on how to wear our jewelries and aims to help them standout in a crowd.
• •Innovation and Experimentation: The brand emphasizes its experimental approach on material play and combinations and creating multi-functional designs that push the boundaries.
• •Quality and Craftsmanship: Descriptions highlight meticulous crafting techniques and quality materials.
• •Modern Elegance: The designs aim for a balance of contemporary style with timeless appeal.
• •Sustainability (in packaging): The brand mentions using consciously sourced sustainable materials such as compostable plastics and recycled outer packing materials.

Best Practices

• •Emphasize Individuality: Consistently use language that empowers customers to express their unique style through the accessories.
• •Highlight Design Innovation: Regularly showcase the experimental nature of the materials and the multi-functional aspects of the designs.
• •Maintain Sophisticated Language: Use elevated and descriptive vocabulary that reflects the quality and artistry of the products. Avoid overly casual slang.
• •Visually Align: Ensure all imagery (website, social media, ads) reflects the modern, artistic, and elegant aesthetic of the brand.
• •Tell the Story Behind the Craft: Share insights into the design process, material sourcing (especially sustainable aspects), and the inspiration behind collections to build a deeper connection with the audience.

Social Perception

THEYKNOW is perceived as a high-end, design-focused accessories brand. The association with design awards and the founders' credentials contribute to a perception of quality and expertise. The emphasis on self-expression likely resonates with individuals seeking unique and statement pieces. The brand aims to be seen as a leader in innovative jewelry design.

Copy Examples

• •Define your distinction. THEYKNOW jewelry: where artistry meets audacity.
• •Beyond adornment. Our multi-functional pieces invite your unique expression. How will you wear THEYKNOW?
• •Crafted with intention, designed to inspire. Discover the Leather Gem Bag – an icon of modern elegance.
• •Experiment with style. Embrace the unconventional. THEYKNOW: Accessorize your individuality.
• •From ancient techniques to avant-garde designs, each THEYKNOW piece tells a story. Make it yours.