Brand Tone

aspirational, empowering, friendly, and community-focused

Brand Values

• •Empowerment
• •Community/Sisterhood
• •Joy & Confidence
• •Giving Back
• •Style & Quality
• •Social Responsibility & Sustainability

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Clearly define the brand's personality, tone words (e.g., empowering, joyful, sophisticated, friendly), and "voice" (e.g., "your stylish best friend," "a supportive mentor"). Provide do's and don'ts for language and style.
• •Focus on "Her": Always write with the target customer in mind. Understand her aspirations, challenges, and what resonates with her. Use "you" and "your" to make the copy feel personal and directly address her.
• •Emphasize Benefits Over Features: Instead of just describing a necklace (feature), explain how it will make her feel or how it can complete her look (benefit) – e.g., "This versatile piece will take you effortlessly from desk to dinner, making you feel polished and confident all day long."
• •Maintain Consistency Across All Channels: Ensure the brand voice is consistent on the website, social media, email marketing, and any interactions stylists have with customers. Regular training and accessible guidelines for stylists/ambassadors are crucial.
• •Tell Authentic Stories: Share stories of empowered women (customers and stylists), highlight the impact of giving back initiatives, and be transparent. Authenticity builds trust and reinforces the brand's values and community focus.

Social Perception

Many perceive Stella & Dot as a brand that offers stylish and unique accessories, and appreciate its model of supporting female entrepreneurs. Customers often enjoy the social aspect of trunk shows and the personalized shopping experience. The brand is seen by some as a way for women to earn income flexibly. A notable portion of the public views Stella & Dot with skepticism due to its MLM-like structure, with concerns about the actual earnings potential for stylists and pressure to recruit. There are also complaints regarding product quality inconsistent with the price point and difficulties with customer service.

Copy Examples

• •Unlock your inner sparkle. ✨ Our new collection is designed to make you shine from the inside out. Discover pieces that tell *your* story.
• •More than just jewelry, it's a community. Join our amazing family of women empowering each other, one beautiful accessory at a time. #StellaDotJoy
• •Ready for a style refresh that feels as good as it looks? Let our pieces be the exclamation point to your unique style! Wear your confidence.
• •From coffee dates to career milestones, we're here to celebrate every moment with you. Find the perfect piece to mark your journey. #SDCelebratesYou
• •Gift a little joy (or keep it for yourself – we won’t tell!). Our latest arrivals are crafted to inspire smiles and spark confidence. Shop happy!