Brand Tone

Aspirational yet Accessible, Empowering and Expressive, Modern and Chic, Enthusiastic and Positive

Brand Values

• •Affordable Luxury
• •Quality and Craftsmanship
• •Elegance and Timelessness
• •Self-Expression and Empowerment
• •Modernity

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., "Aspirational," "Empowering," "Modern," "Accessible," "Positive"), preferred vocabulary (e.g., "sparkle," "radiance," "elevate," "curated," "story"), and phrases to avoid. Share this with anyone creating content.
• •Focus on "Affordable Luxury" Balance: Ensure copy consistently balances the "luxe" and "elegance" aspects with "accessibility" and "affordability." Avoid language that is overly exclusive or, conversely, that cheapens the perception of quality.
• •Emphasize Storytelling and Empowerment: Continue to weave in the idea of jewelry as a form of self-expression and confidence-building. Use phrases that encourage customers to see the pieces as part of their personal narrative (e.g., "your story," "your brilliance," "express yourself").
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the visual presentation on the website and social media. If the visuals are chic and modern, the copy should reflect that same level of sophistication and style.
• •Be Mindful Across All Channels: Apply the brand voice consistently, whether it's a product description, a social media post, an email newsletter, or customer service interactions. Adapt the style slightly for the platform (e.g., more playful on TikTok if used for jewelry, more polished on the website) but keep the core tone intact. Regularly review content across platforms for consistency.

Social Perception

Limited Independent Online Presence, Potential for Brand Confusion, Emerging Brand

Copy Examples

• •Headline for New Collection: "Define Your Radiance. Discover the new 'Ethereal Glow' collection by Luxe Orna – where timeless design meets modern spirit. ✨ Shop affordable elegance."
• •Instagram Caption: "More than just an accessory, it's a piece of your story. Which Luxe Orna treasure helps you sparkle from within today? #LuxeOrna #MyLuxeStory #AffordableLuxury #JewelryGram #EmpoweredElegance"
• •Product Description Snippet: "Crafted for the contemporary woman, this [Product Name] necklace embodies effortless sophistication. Elevate your everyday look or add the perfect touch of sparkle to your evening out. Shine on, affordably."
• •Email Subject Line: "Unlock Your Inner Sparkle ✨ New Arrivals + A Special Treat Inside!"
• •Website Banner Text: "Luxe Orna: Curated jewelry for your unique brilliance. Experience accessible luxury and tell your tale in style."