Brand Tone

sophisticated, compassionate, and aspirational

Brand Values

• •Exquisite Craftsmanship & Quality
• •Legacy & Heritage
• •Philanthropy & Community
• •Personalization & Exclusivity
• •Passion & Dedication

Best Practices

• •Lead with Purpose: Always intertwine the narrative of luxury with the brand's philanthropic mission. Whether posting about a new collection or a store event, find opportunities to mention the "why" behind the brand—its commitment to community and legacy.
• •Use Elevated Language: Maintain a sophisticated vocabulary. Words like "exquisite," "bespoke," "legacy," "haute joaillerie," "masterpiece," and "curated" should be staples in the brand's lexicon to reinforce its high-end positioning.
• •Tell Authentic Stories: Leverage the founder's personal journey and the inspiration behind the charity work. Storytelling creates an emotional connection that transcends the product itself, building a loyal community around shared values.
• •Balance Product and Philanthropy: Create a content calendar that gives equal weight to showcasing the beautiful jewelry and highlighting the impactful charity work. This reinforces the dual identity of the brand: a leader in luxury and a champion for social good.
• •Emphasize Exclusivity and Personalization: Consistently promote the bespoke design and heirloom restoration services. This highlights the brand's unique value proposition and fosters a sense of an intimate, one-on-one relationship with its discerning clientele.

Social Perception

MUS Zenith Affair is perceived as a prestigious and highly respected luxury jewelry brand in Singapore. It is seen as both a purveyor of exquisite, high-value jewelry and a significant contributor to charitable causes. The brand is associated with elegance, exclusivity, and the influential figure of its founder, Esther Ho. The consistent and substantial fundraising efforts have cultivated a strong positive image, positioning the brand not just as a commercial enterprise but as one with a profound social conscience. This dual identity resonates well with a sophisticated clientele that values both luxury and social responsibility.

Copy Examples

• •Introducing 'The Sovereign Collection'—where rare gems meet masterful artistry. Each piece is a testament to timeless elegance, crafted not just to be worn, but to be treasured for generations. Discover a new standard of luxury. #MUSza #HauteJoaillerie #Legacy
• •Beauty with purpose. Our annual 'Gems for Good' charity gala is more than an event; it's our promise to the community. This year, every piece auctioned helps support the vital work of Dementia Singapore, turning the sparkle of a gem into a beacon of hope. Join us in making a difference. #GemsForGood #MUSzaCares #DementiaSG
• •Your story, exquisitely told. A memory, a milestone, a dream for the future—transformed into a singular work of art. Our bespoke design service works with you to bring your vision to life, creating a piece that is uniquely yours. Let's create your legacy, together. #BespokeJewellery #Heirloom
• •Legacy is built on passion. For over four decades, our founder, Esther Ho, has dedicated her life to the art of fine jewelry. Her vision and expertise are the soul of every MUS.za creation, ensuring each piece is nothing short of extraordinary. #EstherHo #JewelryExpert #Craftsmanship
• •Breathe new life into a treasured memory. Our heirloom restoration service honors the past while reimagining it for your present. Let us help you preserve your most cherished stories with the care and artistry they deserve. #HeirloomRestoration #TimelessJewelry