Brand Tone

Approachable and Appreciative, Trendy and Modern, Elegant and Aspirational, Informative and Direct

Brand Values

• •Customer Appreciation
• •Supporting Small Business
• •Everyday Style/Versatility
• •Quality (within its niche)
• •Affordability/Accessibility

Best Practices

• •Know Your Audience, Speak Their Language: Understand the demographic (likely younger, fashion-conscious individuals active on Instagram and TikTok) and use language, emojis, and references that resonate with them. Maintain an approachable, friendly, and slightly informal tone where appropriate (especially on social media).
• •Visual and Verbal Harmony: Ensure the visual aesthetic (clean, elegant, trendy) is consistently matched by the verbal tone. For instance, elegant visuals shouldn't be paired with overly formal or stuffy text.
• •Authenticity in Engagement: When interacting with comments, DMs, or mentions, maintain the appreciative and supportive tone. Personal touches, like acknowledging repeat customers or genuinely thanking users for sharing content, reinforce the "small business" feel.
• •Highlight Core Values Subtly: Weave in brand values like "small business," "customer appreciation," and "everyday style" naturally into captions, stories, and website copy rather than making them overt, standalone statements every time.
• •Create a Simple Tone of Voice Guide: Develop a brief internal guide with keywords (e.g., "friendly," "trendy," "appreciative," "elegant but accessible"), "do's and don'ts" for language, and examples of brand-aligned copy. This helps ensure anyone creating content stays consistent.

Social Perception

Positive Engagement, Supportive of Small Business, Seen as Trendy and Desirable, Limited Broader Awareness

Copy Examples

• •✨ Shine on, you! ✨ Our NEW Puffy Heart Necklace just dropped, and we're obsessed! Perfect for adding a little love to your everyday. Tap to shop & remember to tag us in your #AureliaCollection looks! #NewCollection #JewelryAddict #SmallBizLove
• •Your daily ear stack just got an upgrade! 😉 Our Mini Dome Huggies are the perfect everyday essential. How would you style yours? Show us! 👇 #AureliaCollection #EarringStyle #GoldJewelry #TikTokMadeMeBuyIt #SupportSmall
• •Treat Yourself (or someone special!). ✨ Enjoy 15% off your first order! Because a little sparkle goes a long way. Welcome to the Aurelia family! #AureliaJewelry #NewCollection #AffordableLuxury
• •YOU made this happen! 🎉 To say THANK YOU for all your amazing support, we're hosting a special giveaway just for our incredible community! Click here for your chance to win your fave piece! Good luck, besties! XOXO, The Aurelia Team #AureliaGiveaway #CustomerLove #SmallBusinessBigHeart
• •From brunch dates to dancing nights, our Chunky Link Bracelet is ready for anything! Effortlessly cool and seriously stackable. Crafted with love from 18K gold-plated stainless steel for a glow that lasts. ✨ #StaplePiece #AureliaStyle #JewelryOfTheDay