Brand Tone

Elegant & Sophisticated, Personal & Approachable, Aspirational yet Attainable, Conscious & Mindful, Slightly Whimsical/Bohemian

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Self-Expression & Individuality
• •Customer Connection
• •Beauty in Simplicity
• •Passion for Jewellery

Best Practices

• •Develop a Brand Voice Guide: Create a simple internal document outlining key adjectives that describe the brand's tone (e.g., "elegant," "warm," "sophisticated," "mindful"), preferred vocabulary (and words to avoid), and sentence structure (e.g., favour clear and concise language with moments of evocative description).
• •Focus on "You" and Benefits, Not Just Features: While describing materials is important, always connect it back to how it makes the customer feel or the benefit it provides (e.g., "Our hypoallergenic sterling silver means you can wear your favourite earrings all day in comfort and style").
• •Tell Stories: Whether it's the inspiration behind a collection, the craftsmanship process, or how a piece can fit into the customer's life, storytelling creates an emotional connection that reinforces brand values and perception.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic. Elegant photos should be paired with refined language; more lifestyle-oriented imagery can allow for slightly more relaxed but still on-brand copy.
• •Be Consistent Across All Channels, Yet Adapt to the Platform: While the core brand voice should remain consistent, slightly adapt the delivery for each platform. For instance, Instagram might use more emojis and questions to encourage engagement, while product descriptions on the website might be more detailed and SEO-focused. The underlying tone, however, should always be recognizably "Aolani."

Social Perception

Positive & Appreciative, Trusted Source for Demi-Fine Jewellery, Stylish & On-Trend (but not fast fashion), Gift-Worthy, Aspirational Brand for a Discerning Customer

Copy Examples

• •Product Description (Elegant & Descriptive): Adorn yourself with the subtle radiance of our Luna Pearl Necklace. Featuring a luminous freshwater pearl suspended from a delicate 18k gold vermeil chain, this piece embodies timeless elegance. Designed for everyday grace or to add a whisper of sophistication to your evening attire.
• •Instagram Caption (Aspirational & Connecting): Find your signature sparkle. ✨ Each Aolani piece is crafted with intention, designed to become a cherished part of your story. Which piece speaks to you today? #AolaniJewellery #TimelessElegance #EverydayLuxury
• •Email Subject Line (Personal & Exclusive): A little something special, just for you, from Aolani. (Could be for a new collection launch or a special offer for subscribers).
• •Website Banner (Value-Oriented & Sophisticated): Discover Handcrafted Demi-Fine Jewellery. Ethically Sourced. Beautifully Designed. Made to Last.
• •About Us Snippet (Passionate & Personal): At Aolani Jewellery, we believe that every piece of jewellery tells a story. Born from a passion for timeless design and meticulous craftsmanship, our collections are created to inspire confidence and celebrate your unique journey. Wear what you love.