Brand Tone

elegant, personal, and aspirational

Brand Values

• •Quality: Emphasis on "altos padrões de qualidade e beleza" (high standards of quality and beauty) and working with the "melhores fabricantes e designers" (best manufacturers and designers).
• •Exclusivity: Offering "peças exclusivas que não podem ser encontradas em nenhum outro lugar" (exclusive pieces that cannot be found anywhere else).
• •Customer Trust and Security: Highlighting secure payment processing (SSL) and a customer satisfaction guarantee.
• •Personal Storytelling: The tagline "joias que contam histórias" (jewelry that tells stories) suggests a value placed on individuality and personal expression through their products.
• •Customer Support: Providing customer support via email and WhatsApp, with defined service hours.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the brand's personality, tone words (e.g., sophisticated, heartfelt, inspiring), and "words to avoid." This ensures everyone writing for the brand is aligned.
• •Focus on "Storytelling": Consistently weave the idea of jewelry "telling stories" or reflecting personal journeys into product descriptions, social media posts, and campaigns.
• •Use Elegant and Evocative Language: Employ descriptive adjectives and a slightly more formal yet warm vocabulary. Avoid overly casual slang or overly technical jargon.
• •Maintain Visual Consistency: Ensure that the copy is always paired with high-quality, aesthetically pleasing imagery that reinforces the elegant and aspirational feel of the brand.
• •Prioritize Customer Connection: While maintaining an elegant tone, ensure the copy is also welcoming and speaks directly to the customer's desires for self-expression and beauty. Address them with respect and warmth.

Social Perception

The brand aims to be seen as a provider of fine, exclusive jewelry that allows customers to express their personal style and stories. They want to create a "unique and enjoyable shopping experience, convenient and reliable."

Copy Examples

• •Headline for a new collection: "Unveil Your Next Chapter: Discover jewelry that speaks your story."
• •Instagram caption for a personalized necklace: "Elegance, personalized. Carry your story close with our bespoke initial necklaces. ✨ #Luminoz #MyStoryInStyle"
• •Facebook ad copy: "More than just an accessory, it's a reflection of you. Explore Luminoz for exclusive jewelry, crafted with passion and precision. Shop now and refine your beauty."
• •Product description excerpt for a ring: "Hand-selected for its exceptional brilliance, this [Gemstone Name] ring is a testament to timeless elegance. Let it be a symbol of your unique journey."
• •Email subject line for a promotion: "A Touch of Luminoz: Find Your Signature Piece Today."