Brand Tone

Aspirational yet accessible

Brand Values

• •Accessibility/Affordability
• •Quality Craftsmanship
• •Everyday Luxury
• •Customer-Centricity (Stated)
• •Environmental Consciousness (Stated)
• •Ethical Practices (Stated)

Best Practices

• •Develop a Clear Brand Voice Guide: Internally document the desired tone (e.g., aspirational, accessible, friendly, informative), key messaging points (e.g., affordability, everyday luxury, quality), and "do's and don'ts" for language.
• •Prioritize Transparency in Product Descriptions: While maintaining an aspirational tone, provide clear and accurate details about diamond characteristics (clarity, color, cut, carat, origin - natural or lab-grown) and certifications, if available. This helps manage expectations and build trust.
• •Balance Luxury with Relatability in Visuals and Text: Showcase the beauty and elegance of the jewelry, but also depict it in everyday, relatable scenarios. The copy should reflect this balance, avoiding overly technical jargon while still conveying quality.
• •Engage Authentically on Social Media: Tailor the tone for each platform. While Instagram might be more polished, TikTok allows for more playful and direct engagement. Respond to comments and messages in a manner consistent with the overall brand voice (friendly, helpful).
• •Train All Customer-Facing Teams: Ensure that customer service representatives, social media managers, and any sales personnel are aligned with the brand's tone and values in all communications. This is crucial for addressing both positive and negative feedback consistently.

Social Perception

Many customers are attracted by the price point for diamond jewelry and are pleased with the aesthetic appeal and sparkle of the pieces they receive. The brand is seen by some as a way to access luxury jewelry without traditional high-end markups. The option of lab-grown diamonds is also seen positively by consumers looking for affordability and ethical considerations.

Copy Examples

• •Headline (Website/Social Media): "Your Daily Dose of Diamond. Luxury you can live in, at prices you'll love."
• •Product Description (Tennis Bracelet): "Effortless sparkle, designed for your every day. Our handcrafted tennis bracelet features [e.g., 2.00 ctw] of brilliant diamonds, offering timeless elegance without the traditional markup. Shine brighter, every moment."
• •Email Subject Line (Promotion): "Unlock Everyday Glamour: Special Offer Inside ✨"
• •Social Media Post (Instagram/Facebook - Image of someone wearing a necklace casually): "Who says diamonds are just for special occasions? Redefine your everyday style with Capucelli. #EverydayDiamonds #AffordableLuxury #CapucelliShine"
• •TikTok Video Concept Script (Influencer Unboxing): "Just unboxed the dreamiest [product name] from @capucelli! 😍 Seriously obsessed with the sparkle and the fact that this stunning piece didn't break the bank. Luxury for real life, people! ✨ #Capucelli #DiamondJewelry #Unboxing #TreatYourself"