Brand Tone

Inspirational & Uplifting, Sincere & Authentic, Community-focused & Engaging, Approachable & Warm, Slightly Spiritual/Mindful

Brand Values

• •Meaning & Purpose
• •Positivity & Empowerment
• •Craftsmanship & Quality
• •Giving Back & Social Responsibility
• •Authenticity & Storytelling
• •Connection & Community

Best Practices

• •Create a Tone of Voice Guide: Document the core characteristics of the Tjazelle voice (inspirational, authentic, warm, etc.) with examples of "do's and don'ts." This ensures anyone writing for the brand is aligned.
• •Always Lead with Meaning: Whether it's a product description or a social media caption, start by connecting the jewelry to its intention, a feeling, or a story. The "why" is just as important as the "what."
• •Use Positive and Empowering Language: Choose words that uplift, encourage, and inspire. Avoid overly technical jargon or a purely transactional tone. Focus on benefits that are emotional and spiritual, as well as aesthetic.
• •Engage with Questions and Calls to Connection: Foster community by asking questions, inviting shares, and prompting reflection. Make the audience feel seen and part of the Tjazelle story.
• •Maintain Authenticity in Storytelling: Consistently weave in the brand's origins, Tiffany's passion, and the handmade aspect. When highlighting "Giving Back," ensure the messaging is genuine and focuses on the impact, not just the act.

Social Perception

Loved for its Meaning, Seen as High Quality & Beautiful, Giftable, Aspirational yet Attainable, Positive & Trustworthy

Copy Examples

• •Product Description (New Collection): "Introducing the 'Serene Soul' collection. Each bracelet is a gentle whisper, a reminder to embrace calm and find your center. Handcrafted with soothing Amazonite and a delicate lotus charm, wear it as your daily touchstone of peace and clarity. What intentions will you set today? ✨ #Tjazelle #MeaningfulJewelry #InnerPeace"
• •Social Media Post (Instagram): "Stack your strength, one beautiful intention at a time. 💪 Our 'Empower' collection features bold Tiger's Eye for courage and grounding Hematite. What challenges are you ready to conquer? Share your power word below! 👇 #TjazelleStack #WearYourStory #EmpoweredWomen"
• •Email Subject Line (Promotion): "A Little Sparkle, A Lot of Meaning Just For You ✨"
• •Website Banner (Homepage): "More Than Just Jewelry. It's Your Story. It's Your Strength. Discover Tjazelle."
• •About Us Snippet (refresh): "From a dream sparked on Cape Cod, Tjazelle was born to share beauty and intention with the world. Each handcrafted piece carries a unique meaning, designed to uplift your spirit and tell your story. Join our community and wear your inspiration. With love, Tiffany Jazelle & Team."