Brand Tone

Aspirational, confident, and culturally-connected

Brand Values

• •Craftsmanship & Quality
• •Self-Expression & Individuality
• •Authenticity
• •Community

Best Practices

• •Lead with Confidence: Always use bold, declarative statements. Avoid uncertain or weak language. Phrases like "The UK's #1," "Unmatched Shine," and "The Final Word in Custom" align with the established tone.
• •Speak the Language of the Culture: Integrate relevant, current slang and terminology from the UK hip-hop and drill scenes authentically. This shows you're part of the culture, not just selling to it. However, avoid overusing slang to the point of it being cringe-worthy or hard to understand.
• •Balance Aspiration with Authenticity: While showcasing luxury and success, ground the message in the values of hard work, hustle, and the journey to success. This connects with the aspirational goals of the target audience.
• •Highlight Craftsmanship and Customization: Every piece of copy should reinforce the values of quality and self-expression. Use descriptive words that evoke the weight, shine, and detail of the jewellery. Always push the custom aspect as the ultimate form of personal branding.
• •Use Social Proof as a Narrative Tool: When featuring a customer or artist, don't just post a picture. Tell a small story. "From an idea in the DMs to a fully iced-out reality." This turns a simple repost into a powerful testimonial that reinforces your brand values.

Social Perception

A credible and leading authority in the UK's urban and hip-hop jewellery market, widely perceived as a legitimate and high-quality provider of stylish, culturally relevant, and statement-making custom pieces, enhanced by its association with UK musicians.

Copy Examples

• •BUILT FROM THE GROUND UP. Your story, your hustle, immortalized in gold and diamonds. We worked with @ArtistName to bring his vision to life with this one-of-a-kind custom piece. Ready to tell your story? Tap the link in bio for your own custom design. #customjewellery #icedoutpendant #ukhiphop #VIPjewellery
• •DON'T FAKE THE SHINE. The UK's #1 hip-hop jeweller. From classic chains to fully iced-out custom pieces. Real craft, real ice. SHOP THE DROP
• •Another custom Cuban heading out. That shine is different in person. Who wants to see us make one of these from scratch? Let us know in the comments 👇 #packingorders #asmr #jewellery #cubanchain #ukdrill
• •Subject: Inside: Your Exclusive Look at the Summer Collection. Body Preview: The chains and pendants that will define your summer. Be the first to see what's new at VIP.
• •THE ARTIST'S CHOICE. From studio sessions to main stage, the UK's top artists trust VIP Jewellery for their custom pieces. Get the same quality and unmatched shine for yourself. Shop the collection now. LEARN MORE