Brand Tone

Aspirational, gentle, and affirming. The tone is minimalist, clean, soft, approachable, polished, and encouraging, aiming to uplift the customer.

Brand Values

• •Self-Expression and Individuality
• •Authenticity
• •Quality and Durability
• •Accessibility
• •Social Responsibility

Best Practices

• •Maintain an Affirming Vocabulary: Consistently use gentle, positive, and empowering words. Phrases like "celebrate you," "your daily ritual," "effortless elegance," and "quiet confidence" reinforce the brand's core message.
• •Lead with Lifestyle, Support with Product: Frame the jewelry within a lifestyle of self-care and authenticity. The copy should first evoke a feeling or an aspiration, and then introduce the product as a way to achieve it. The focus is on the wearer, not just the item.
• •Emphasize Quality Simply: When mentioning technical features like "hypoallergenic" or "tarnish-free," present them as benefits that enable a carefree, everyday lifestyle. For example, instead of just listing features, write: "Live in your jewelry without a worry."
• •Adopt a "Less is More" Approach: Keep copy clean, concise, and uncluttered, just like the jewelry design. Use white space effectively in website layouts and keep social media captions relatively short and impactful.
• •Ensure Visuals and Text are Aligned: The soft, clean, and minimalist aesthetic of the photography must be matched by the copy. The tone should feel as light and delicate as the jewelry looks. This creates a cohesive and immersive brand experience.

Social Perception

Generally positive, perceived as a provider of delicate, fashionable, and affordable jewelry. Public discussion often revolves around styling the pieces. The brand successfully projects an image of a chic and trustworthy source for modern, everyday jewelry.

Copy Examples

• •Your daily story, told in gold. Our essentials are designed to be a part of your every moment, big and small. #TillyRey #EverydayDainty
• •Beyond Jewelry. An Expression of You. Discover our collection of tarnish-free, hypoallergenic pieces made for your life.
• •Tired of jewelry that fades? Tilly Rey is made to last. ✨ Our water-resistant and hypoallergenic pieces are crafted for your everyday adventures. Shop now for free shipping on your new favorite essentials!
• •The Solitaire Necklace: A single, gentle reminder of your own light. Minimalist in design but maximal in meaning, this piece is hypoallergenic, water-resistant, and ready to become your go-to for effortless elegance. Wear it alone for a whisper of gold, or layer it to tell a bolder story.
• •A little self-love, delivered to your door.