Brand Tone

Aspirational and Luxurious, Modern and Fashion-Forward, Expert and Educational, Personal and Approachable

Brand Values

• •Craftsmanship and Quality
• •Heritage and Modernity
• •Personal Expression
• •Trust and Transparency
• •Versatility

Best Practices

• •Lead with "Why," Not Just "What": Instead of just describing a ring, describe the feeling of wearing it. Frame the jewelry as a tool for personal expression and memory-making, not just an accessory.
• •Balance Aspiration with Accessibility: Use luxurious, evocative language but always connect it back to the core value of "everyday wear." Phrases like "timeless yet trend-driven" or "luxury to be lived in" maintain this balance.
• •Leverage the Founders' Expertise: Regularly mention the GIA certification and the family heritage in jewelry. This builds authority and trust, differentiating the brand from mass-market competitors.
• •Speak to the Modern Woman: Use a voice that is empowering and confident. The copy should reflect the idea that a woman buys fine jewelry for herself as a celebration of her own achievements and style.
• •Emphasize Versatility and Personalization: Consistently use words like "stack," "layer," "mix," and "bespoke." This encourages customers to see the jewelry not as individual items, but as components of their own unique collection and personal style.

Social Perception

The public and customer perception of VIKJET is that of a trusted, high-end boutique jeweler. It is seen as a go-to brand for contemporary yet timeless pieces in the Dubai luxury market. The story of its founders is a key component of its appeal, combining professional expertise with a relatable, passionate vision. The brand has established a loyal global following and is perceived as both a creator of beautiful, ready-to-wear collections and a specialist in bespoke designs that carry personal meaning.

Copy Examples

• •Your Everyday, Elevated. Why wait for a special occasion? The new Nomade Collection is designed to be lived in. Crafted with 18kt gold and ethically sourced diamonds, these are the pieces you won't want to take off. Mix, match, and make them your own. #VIKJET #ElevateYourEveryday #FineJewelry
• •Your love story is unique. Your ring should be too. Go beyond the showcase. At VIKJET, our GIA-certified gemologists work with you to create a bespoke engagement ring that is a true reflection of your journey. From the initial sketch to the final stone, we make your vision a reality. Book your private consultation today. #BespokeJewelry #DubaiJeweller #EngagementRing
• •Fine Jewelry with a Soul. Born from a legacy of gemology and a passion for modern design, VIKJET is the vision of Vik and Natasha Jethwani. We believe in jewelry that tells a story—your story. Discover the craftsmanship and heart behind every piece. #VIKJETStory #Craftsmanship
• •The final touch that's actually the first thing you reach for. It's more than just jewelry; it's a part of your daily armor. Stackable, versatile, and designed to move with you. That's the VIKJET promise. #JewelryTok #StackingRings #DailyLuxury
• •A Piece of Your Story We love hearing that your VIKJET jewelry has become an extension of who you are. That's why we create every piece to be both beautiful and meaningful. As a thank you for being part of our journey, enjoy an exclusive first look at our upcoming Resort Collection. #VIKJETFamily