Brand Tone

Artistic & Whimsical, Inclusive & Welcoming, Ethical & Transparent, Personal & Story-Driven, Confident & Edgy

Brand Values

• •Inclusivity
• •Individuality & Self-Expression
• •Sustainability & Responsibility
• •Quality & Craftsmanship
• •Transparency & Sincerity
• •Education
• •Fun & Whimsy

Best Practices

• •Embrace Individuality & Whimsy: Use playful, imaginative, and sometimes edgy language. Don't be afraid to show personality and a sense of humor where appropriate, reflecting the "art and whimsy" and "attitude" of the brand.
• •Champion Inclusivity in Every Message: Ensure language is welcoming to all genders, identities, and body types. Actively use terms like "for everybody and every body." Avoid traditional gendered categorizations for jewelry.
• •Weave in Ethical Commitments Naturally: Regularly and transparently mention the use of recycled metals, responsibly sourced/lab-grown diamonds, and sustainable practices. Make it a core part of the product story, not just an add-on.
• •Focus on Storytelling & Personal Connection: Frame jewelry as more than an accessory – it’s a story, a modern heirloom, a form of self-expression. Encourage custom design narratives.
• •Be Authentically You (Ilah): Maintain a voice that is confident, knowledgeable, approachable, and passionate, reflecting the founder's direct involvement and values. If appropriate, use a first-person perspective occasionally to reinforce the personal touch of an indie brand.

Social Perception

Highly Respected for Craftsmanship & Customization, Loved for Inclusivity & Welcoming Atmosphere, Trusted for Ethical Practices, Seen as Unique & Creative, Community-Focused, Innovative & Forward-Thinking

Copy Examples

• •Headline: Beyond the Sparkle: Jewelry with a Soul. Body: At ilah Jewelry, each piece tells a story – yours. Handcrafted with recycled metals and ethically sourced gems, our designs are made for every body and every story. Discover jewelry as unique as you are. #ilahjewelry #EthicalLuxury #StorytellingJewelry
• •Headline: Dare to be Different. Wear Your Values. Body: Tired of the same old thing? So are we. ilah Jewelry offers bold, whimsical, and always authentic fine jewelry. Queer-owned, responsibly made, and designed to celebrate your individuality. Find your magic. #UniqueJewelry #InclusiveDesign #MadeInMA
• •Headline: Not Just Fine Jewelry. It's a Statement. Body: From "Bad Bitch Magic" to timeless custom engagement rings, our pieces are crafted with attitude and integrity. Solid recycled gold, carbon-negative diamonds, and a whole lot of love. This is ilah Jewelry. #FineJewelryWithAttitude #SustainableStyle #WorcesterMA
• •Headline: Your Love Story, Uniquely Cast. Body: Forget cookie-cutter. Let's design an engagement ring that’s as one-of-a-kind as your connection. At ilah Jewelry, we specialize in custom creations, using recycled precious metals and responsibly sourced diamonds to bring your dream to life. Because your forever deserves to be original. #CustomEngagementRings #EthicalDiamonds #LoveUnique
• •Headline: Step Into Our World (It's a Little Magical). Body: Our Worcester store isn't just a shop; it's an experience. Discover unique art, whimsical jewelry, and a vibe that’s anything but ordinary. Come play, explore, and find a piece that speaks to your spirit. #ilahJewelryStore #WorcesterCanalDistrict #JewelryArtFun