Brand Tone

Aspirational, Trendy, Community-focused, Inclusive, Approachable, Service-Oriented, Enthusiastic, Positive, Elegant (for jewelry)

Brand Values

• •Quality & Durability
• •Fair Pricing/Accessible Luxury
• •Emotional Connection
• •Style & Self-Expression
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Document key characteristics of your tone (e.g., "aspirational but relatable," "enthusiastic yet elegant"), including a list of "do" and "don't" words/phrases.
• •Know Your Audience Deeply: Understand the language, aspirations, and platforms your target demographic uses. Tailor the tone to resonate with them authentically.
• •Prioritize "You" over "We": Focus copy on the customer's benefits, feelings, and experiences rather than solely on the brand's features. (e.g., "Jewelry that makes *you* feel confident" vs. "We make quality jewelry").
• •Embrace Storytelling: Connect with your audience on an emotional level by weaving narratives around your products and brand values, as Lourell aims to do with jewelry that "touches hearts."
• •Consistency Across All Channels: Ensure the brand voice is uniform across the website, all social media platforms, email marketing, and customer service interactions. Regularly review content to maintain this consistency.

Social Perception

Positive & Engaged (on their platforms), Emerging Brand, Fashion-Conscious Appeal

Copy Examples

• •Instagram Post (New Jewelry Collection): "Unlock your everyday elegance ✨ Our new collection has arrived, crafted with love and designed to last. Because you deserve jewelry that feels as good as it looks. Which piece speaks to your soul? Share below! #Lourell #LourellFam #NewCollection #TimelessJewelry"
• •TikTok Video Ad (Oversized Shirt): "POV: You found the perfect oversized shirt that's actually comfy AND stylish. Level up your look with Lourell. 😉 Free shipping + 30-day returns. You know what to do! #LourellFashion #OversizedObsessed #StyleHack #GetYours"
• •Website Banner (General Brand): "Lourell: More Than Just Fashion. It's a Feeling. Discover pieces that tell your story. High quality, fair prices, and a community that celebrates you. Welcome to the #LourellFam."
• •Email to Newsletter Subscribers (Sale): "Hey #LourellFam! ✨ Your next favorite piece is waiting (and it's on sale!). For a limited time, enjoy [X]% off our handcrafted jewelry and curated fashion. Treat yourself to style that shines. Shop now before it's gone!"
• •Product Description (Ring): "Meet your new everyday sparkle. This [Ring Name] isn't just an accessory; it's a reminder of your inner radiance. Made with skin-friendly, high-quality materials designed for lasting brilliance at a price you'll love. Effortless elegance, made for you. #Lourell #DailyLuxury"