Brand Tone

Elegant & Sophisticated, Empowering & Expressive, Personal & Story-Driven, Modern & Confident, Approachable Luxury

Brand Values

• •Authenticity
• •Self-Expression
• •Craftsmanship & Quality
• •Versatility
• •Storytelling & Legacy
• •Confidence
• •Innovation

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (elegant, empowering, personal), key messaging pillars (authenticity, self-expression, storytelling), and common phrases/words to use and avoid. This ensures everyone creating content is aligned.
• •Prioritize Storytelling: In all copy, from product descriptions to social media captions, weave in the narrative aspect of the jewelry. Encourage customers to see the pieces as part of their personal journey and self-expression.
• •Emphasize "You" and Empowerment: Address the customer directly and focus on how the jewelry makes *them* feel and what it allows *them* to express. Use empowering language that celebrates individuality and confidence.
• •Maintain Visual-Copy Cohesion: Ensure the tone of the copy matches the visual aesthetic. If the imagery is elegant and modern, the copy should reflect that sophistication while remaining accessible and inspiring.
• •Regularly Review and Adapt: Periodically review content across all platforms to ensure consistency. While the core tone should remain, allow for slight adaptations based on the platform (e.g., more playful on TikTok, more descriptive on the website) without losing the foundational voice.

Social Perception

Emerging Luxury Brand, Story-Oriented, Female-Led and Empowering, Modern and Wearable, Positive Association (among those aware)

Copy Examples

• •Headline: Swe Me: Your Story, Brilliantly Told. Body: Don't just wear jewelry. Wear your narrative. Our handcrafted fine jewelry is designed for the woman who is unapologetically herself, every moment of the day. Discover pieces as unique as your journey.
• •Social Media Post (Image: Woman confidently wearing a statement Swe Me necklace at an art gallery): Caption: Elegance isn't just a look, it's a statement. Let your Swe Me piece speak volumes about who you are. Crafted with passion, designed for your story. #SweMeStory #FineJewelry #SelfExpression
• •Product Description Snippet (for a versatile earring set): From boardroom brilliance to evening elegance, the [Product Name] earrings transition as effortlessly as you do. Because your life is a masterpiece, and your jewelry should be too. #SweMeVersatility #ModernHeirloom
• •Email Subject Line: Unveil Your Next Chapter with Swe Me Email Body Snippet: Every Swe Me creation is more than just gold and gemstones; it's a future heirloom, a whisper of confidence, a celebration of you. Find the piece that resonates with your soul.
• •TikTok Video Concept: Visual: Quick cuts of different women wearing the same Swe Me ring in diverse settings – a café, a business meeting, a beach, a party. Voiceover/Text Overlay: One ring. Infinite stories. How will you tell yours? #SweMe #UnapologeticallyYou #JewelryThatLivesWithYou