Brand Tone

Authentic & Heartfelt, Inspiring & Empowering, Island-Inspired & Joyful, Community-Focused & Welcoming, Playful & Vibrant

Brand Values

• •Authenticity
• •Empowerment
• •Community
• •Love & Positivity ("Good Vibes")
• •Quality & Craftsmanship
• •Equality, Diversity, & Inclusion
• •Connection to Nature/Place
• •Giving Back

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tone words (e.g., authentic, joyful, empowering, heartfelt, island-inspired), approved vocabulary (e.g., "Vibe Tribe," "good vibes," "island spirit"), and phrases to avoid. This ensures everyone writing for the brand is aligned.
• •Always Weave in Core Values: Ensure copy subtly or overtly reflects Vibe Jewelry's values like empowerment, community, authenticity, and positivity. For example, mention the handcrafted nature, the inspiration from St. John, or the brand's mission.
• •Embrace Storytelling: Share the "why" behind the designs, the story of the founders, and the connection to the Virgin Islands. This makes the brand more relatable and the jewelry more meaningful than just an accessory.
• •Speak Directly to the "Vibe Tribe": Use inclusive and warm language that makes the audience feel like part of a community. Phrases like "Join our Vibe Tribe" or "Share your Vibe" can foster this connection.
• •Adapt to the Platform, Maintain the Essence: While the style might be more playful on TikTok versus more descriptive on the website, the core essence of authenticity, positivity, and island inspiration should remain consistent across all channels. Ensure the underlying message of "good vibes" and quality craftsmanship is always present.

Social Perception

Vibe Jewelry is generally perceived as a brand that offers unique, beautiful, and meaningful jewelry, deeply connected to the St. John, U.S. Virgin Islands experience. Customers appreciate the handcrafted quality and the positive, uplifting feeling associated with the brand. The commitment to women's empowerment and community support resonates positively with their audience. They are seen as authentic and passionate about their island roots and the "good vibes" they aim to share. The physical stores in St. John are often highlighted as a positive experience, contributing to the overall brand perception.

Copy Examples

• •Instagram Post (Image: Sun-kissed model wearing a Vibe hook bracelet on a beach): Capture the St. John sunshine, wherever you roam. ✨ Our handcrafted hook bracelets are more than just jewelry; they're a reminder of warm breezes, sparkling waters, and the island's embrace. Carry that Vibe with you. #VibeJewelry #StJohnInspired #IslandSoul #HandcraftedGoodness #WearYourStory
• •Facebook Ad (Targeting: Women interested in unique jewelry & travel): Founded by best friends, inspired by an island, dedicated to empowering YOU. 💕 At Vibe Jewelry, every piece is infused with love, laughter, and the vibrant spirit of St. John. Discover jewelry that tells your story and supports a community. Shop our collections and feel the good vibes. [Link] #VibeJewelry #WomenOwned #CaribbeanVibes #Empowerment #ShopSmallSTJ
• •TikTok Video Caption (Video: Quick cuts of different people smiling while putting on Vibe necklaces/earrings, upbeat island music): Find your Vibe & Shine! ✨ Unique pieces, handmade with love in the USVI. Which one speaks to you? Drop a comment! 👇 #VibeJewelry #GoodVibesOnly #IslandJewelry #HandmadeLove #StJohnUSVI #JewelryTok
• •Email Newsletter Snippet (Subject: More Than Just Jewelry, It's a Vibe): Dear Vibe Tribe, From our hearts in St. John to yours, we believe in jewelry that does more than adorn – it uplifts. Each Vibe Jewelry piece is a testament to the beauty of our islands, the strength of our community, and the power of a positive spirit. Thank you for being part of our journey and helping us spread good vibes, one handcrafted treasure at a time. Explore our latest arrivals inspired by the Caribbean Sea. [Link] With love and sunshine, Osa, Jen & The Vibe Team
• •Product Description (for a "Sea Turtle" pendant): Navigate your journey with grace and resilience, just like our beloved sea turtles. This handcrafted sterling silver pendant, featuring the ancient St. John petroglyph, is a symbol of endurance and our deep connection to the ocean's magic. Wear it as a reminder of your own strength and the tranquil vibes of island life. A piece of St. John, made with love. #VibeJewelry #SeaTurtleLove #IslandInspired #HandcraftedJewelry #MeaningfulGifts