Brand Tone

Sentimental & Heartfelt, Elegant & Delicate, Friendly & Approachable, Gift-Oriented & Celebratory

Brand Values

• •Meaningful Connections & Storytelling
• •Individuality & Self-Expression
• •Quality Craftsmanship
• •Timelessness
• •Customer Happiness

Best Practices

• •Always Lead with Emotion and Meaning: Frame product descriptions and social media posts around the sentimental value, the story the piece can tell, or the moment it can commemorate, rather than just its physical attributes. Use words that evoke feelings of love, connection, celebration, and individuality.
• •Maintain an Elegant and Slightly Whimsical Vocabulary: Use descriptive and evocative language that reflects the delicate and sophisticated nature of the jewelry. Words like "cherish," "whisper," "sparkle," "dream," "celestial," and "timeless" can reinforce this tone. Incorporate a touch of warmth and wonder.
• •Focus on "You" and "Your Story": Address the customer directly and make the narrative about them, their experiences, their loved ones, and their personal expression. For example, instead of "This necklace is beautiful," try "Let this beautiful necklace tell your unique story."
• •Ensure Visuals and Text are Harmonious: The copywriting should complement the elegant, clean, and often personalized visual style of the brand. If the image is soft and romantic, the copy should echo that. If it's a celebratory flat lay, the copy can be more upbeat but still refined.
• •Be Consistent Across All Platforms, Yet Adapt to the Medium: While the core tone (sentimental, elegant, friendly) should remain the same, the expression might vary slightly. Instagram might use more emojis and questions to drive engagement, while an email newsletter might adopt a slightly more descriptive and narrative style. The underlying voice, however, must remain recognizably "Etoiles Jewelry."

Social Perception

Positive Customer Experiences, Giftable & Special Occasion Focused, Trustworthy, Aspirational yet Accessible

Copy Examples

• •Carry your story close to your heart. Our new Initial & Birth Flower Necklace is more than just jewelry; it’s a delicate whisper of who you are. Crafted with love, designed to be cherished. ✨ #EtoilesJewelry #MyStoryInASparkle
• •This Valentine's, gift a memory that lasts forever. Our Celestial Love Collection features timeless pieces that speak the language of the heart. Because every love story deserves to shine. 💖 #GiftsFromEtoiles #CelebrateLove
• •Sunlight, coffee, and a touch of Etoiles sparkle. ✨ Our delicate bracelets are designed for your everyday moments, adding a quiet elegance to your unique style. What little luxury are you treating yourself to today? #EtoilesEveryday #MeaningfulAdornments
• •Make her birthday unforgettable! 🎂 Our personalized Zodiac Constellation Locket is a thoughtful and unique gift that she’ll treasure. Beautifully packaged and ready to delight. Shop Etoiles Jewelry for a gift as special as she is. #EtoilesGifts #BirthdaySparkle
• •Introducing 'The Storyteller Collection' – where timeless design meets personal meaning. Each piece is crafted to hold your precious moments. Discover jewelry that’s uniquely yours, uniquely Etoiles. #WearYourStory #EtoilesTimelessTreasures