Brand Tone

Empathetic & Relatable, Aspirational yet Accessible, Conscious & Ethical, Elegant & Modern, Story-driven & Personal

Brand Values

• •Sustainability & Ethical Practices
• •Accessibility & Affordability
• •Self-Celebration & Empowerment
• •Quality & Craftsmanship
• •Authenticity & Human Connection
• •Conscious Opulence

Best Practices

• •Use terms like "conscious opulence" and "sustainable luxury."
• •Use phrases like "priced like a friend," "celebrate your messy, brilliant life."
• •Address the customer directly and empathetically, acknowledging their values and desires for authentic, meaningful products.
• •Ensure product descriptions highlight quality materials and ethical sourcing.
• •Use aspirational, yet attainable photography, suitable for 'Instagram-worthy moments.'

Social Perception

A provider of beautiful, high-quality, ethical, and affordable luxury jewelry. A brand whose designs are 'perfect for Instagram-worthy moments'.

Copy Examples

• •Luxury shouldn't cost your soul or your savings.
• •Celebrate your messy, brilliant life.
• •Priced like a friend.
• •Wear something that says “I'm here,” not “I spent.”
• •Ethically crafted, sustainable luxury jewelry for self-celebration.