Brand Tone

Intimate and Aspirational

Brand Values

• •Connection and Love
• •Permanence and Memory
• •Quality and Craftsmanship
• •Meaningful Experience

Best Practices

• •Lead with Emotion: Always start with the feeling, not the feature. Focus on "connection," "memory," and "love" before mentioning "18k gold" or "welding."
• •Use "Experience" Language: Frame the purchase as an event. Use words like "book your appointment," "your moment," "share the experience," and "create your story."
• •Maintain a Warm and Inclusive Tone: Whether responding to comments or writing ad copy, the voice should be consistently friendly, inviting, and personal. Use "you" and "your" to speak directly to the customer.
• •Emphasize Permanence as a Positive Symbol: Connect the clasp-free, permanent nature of the jewellery to positive concepts like "infinity," "unbreakable bonds," and "lasting memories."
• •Keep it Aspirational yet Attainable: While the tone is elevated and aspirational, the language should remain clear, simple, and accessible. Avoid overly technical jargon and focus on the clean, minimalist elegance of the final product.

Social Perception

The public perception of Vanchi is largely positive. Customers view the brand as a provider of high-quality, meaningful products. The "permanent jewellery" concept is seen as a unique and symbolic way to commemorate relationships and milestones. Online reviews and social media comments frequently express excitement and satisfaction with both the product and the in-studio experience. The brand is perceived as modern, stylish, and aligned with the consumer desire for personalized and experience-based luxury.

Copy Examples

• •Weld your love story. Our 18k gold permanent bracelets are more than just jewellery; they are a spark of commitment, a daily reminder of the bond you share. Book your experience and let's create a forever moment, together.
• •For the friend who’s been there through it all. Celebrate your unbreakable bond with a Vanchi permanent bracelet. It's a promise, a memory, and a piece of shared history, seamlessly welded. Tag your bestie and plan your visit.
• •The most important commitment is the one you make to yourself. Our permanent jewellery is a symbol of your own strength, story, and resilience. Choose a chain that represents you and wear your self-love proudly.
• •VO: No clasps. No fuss. Just a flash, and a forever bond. ✨ Grab your bestie and get linked at Vanchi.
• •The Thea Heart Necklace: Delicate, timeless, and full of meaning. Crafted from 18k gold vermeil, this piece isn't just an accessory—it's a wearable testament to love. A perfect gift for someone special, or a beautiful way to honor your own heart.