Brand Tone

Elegant & Sophisticated, Inspirational & Empowering, Purpose-Driven & Philanthropic, Artistic & Innovative

Brand Values

• •Self-Expression
• •Craftsmanship & Quality
• •Meaning & Purpose
• •Philanthropy & Social Impact
• •Innovation & Uniqueness
• •Empowerment

Best Practices

• •Always circle back to TZURI's core values of self-expression, craftsmanship, purpose, philanthropy, and innovation. Ensure the copy reflects at least one of these, even subtly.
• •Employ words that inspire and uplift. Terms like 'empower,' 'express,' 'inspire,' 'unique,' 'story,' 'purpose,' and 'meaningful' should be staples, balanced with terms reflecting luxury like 'exquisite,' 'crafted,' 'timeless,' and 'elegance.'
• •Go beyond describing the product; explain the inspiration (e.g., the pencil as a symbol of expression) and the impact (e.g., supporting Pencils of Promise). This reinforces the purpose-driven aspect of the brand.
• •Ensure the language is as polished and refined as the jewelry itself. Avoid overly casual slang or jargon that doesn't align with a luxury brand. The tone should be aspirational yet accessible in its message of empowerment.
• •Whether it's the founder's journey, the inspiration behind a collection, or the impact of their charitable work, storytelling creates an emotional connection and makes the brand more memorable and relatable, reinforcing its unique identity.

Social Perception

Luxurious and High-End, Unique and Artistic, Ethical and Conscious, Inspirational, Reputable and Experienced

Copy Examples

• •TZURI: Adorn Yourself with Purpose. Express Your Essence. Beyond brilliance, lies a story. Our Expression Collection®, crafted in 18k gold and ethically sourced diamonds, isn't just jewelry—it's a statement. A reminder of your unique voice and the power within. Wear your truth. #TZURI #ExpressYourself #FineJewelryWithMeaning
• •The Art of Empowerment, Forged in Gold. Each TZURI piece is meticulously designed to inspire. Like the iconic pencil, a symbol of boundless creativity, our jewelry empowers you to script your own narrative. Discover timeless elegance that gives back. #TZURIExpression #LuxuryForGood #PencilsOfPromise
• •More Than Sparkle. It's a Movement. Join a circle of inspiring individuals who choose jewelry that speaks volumes. With every TZURI creation, you champion artistry, self-expression, and the education of children worldwide. Shine from within. #TZURI #EmpowerThroughArt #JewelryThatMatters
• •Unveil Your Story. Crafted by TZURI. For nearly four decades, Zuri Mesica has sculpted dreams into reality. Experience the pinnacle of craftsmanship and innovative design that allows your innermost self to radiate. This is your signature. This is TZURI. #TZURICraftsmanship #TimelessDesign #LuxuryRedefined
• •Wear Your Values: Exquisite Design, Meaningful Impact. TZURI blends unparalleled artistry with a commitment to a brighter future. Our patented collections are more than adornment; they are a testament to the beauty of expression and the strength of community. Elevate your style, empower a child. #TZURIPhilanthropy #JewelryWithACause #ArtOfGiving