Brand Tone

Cheeky & Humorous, Cool & Edgy, Provocative & Unapologetic, Nostalgic & Pop-Culture Savvy, Confident & Empowering

Brand Values

• •Individuality & Self-Expression
• •Pop Culture Reverence
• •Quality Craftsmanship
• •Rebellion & Non-Conformity
• •Glamour with an Edge
• •Exclusivity & Cult Favorite Status

Best Practices

• •Embrace the Edge, Intelligently: Don't shy away from provocative language and a rebellious spirit, but ensure it’s clever and tongue-in-chic rather than just offensive. The trash is ironic and stylized.
• •Weave in Pop Culture & Nostalgia: Regularly reference Y2K trends, iconic moments, and the general vibe of the early 2000s, but keep it fresh and relevant to current trends that echo that era.
• •Speak the Language of Your Audience: Use a confident, slightly irreverent, and insider tone. Incorporate slang and expressions that resonate with a fashion-forward, pop-culture-savvy demographic. Think IYKYK (If You Know, You Know).
• •Balance High and Low: The brand is high-low. This means copy should reflect the luxury/quality of the product (sterling silver, made in USA) while maintaining the accessible, street-style, and trash glamour attitude.
• •Empower and Entertain: Copy should make the customer feel cool, confident, and part of an exclusive club. It should be fun to read, not just informative. Use humor and a playful wink.

Social Perception

Culturally Specific Niche, Fashion-Forward & Trendy, Potentially Controversial, Celebrity Endorsed & Aspirational, Fun & Playful

Copy Examples

• •Instagram Post (New Product): Drop it like it’s Y2K. 🔥 Our new [Product Name] just landed, and it's dripping in that noughties nostalgia you crave. Who cares about good taste when you've got *this* much personality? #WhiteTrashCharms #Y2KJewelry #StreetGlam #PopCultureIcon
• •Product Description (Website - for a bold charm): Forget delicate. This is [Charm Name] – your daily dose of 'IDGAF' in solid sterling silver. Because being too much is way more fun than being not enough. Made in LA, for statement-makers only. #SorryNotSorry #StatementJewelry #MadeInUSA
• •Email Subject Line (Sale): ✨ Get Trashed (In a Good Way) - Our Sale Starts NOW! ✨
• •TikTok Video Concept (Text Overlay & Voiceover): (Video: Quick cuts of someone styling a WTC necklace with different edgy/glam outfits) Voiceover (upbeat, confident): They said 'dress for the job you want.' So I dressed for CEO of Being That B*tch. 👑 Shop the vibe. Link in bio. Text Overlay: WTC: Official sponsor of your main character energy. #WhiteTrashCharms #MainCharacterEnergy #OOTD
• •Brand Story Snippet (Website About Us): Born in LA, drenched in pop culture, and never afraid to stir things up. White Trash Charms isn't just jewelry; it's an attitude. We craft iconic pieces for those who write their own rules and wear their stories with pride. This ain't your grandma's charm bracelet (unless your grandma was a rockstar). #CultFavorite #PopCultureJewelry #StreetStyleLuxe