Brand Tone

Elegant, Spiritual, Artisanal, Sophisticated, Personal, Evocative, Authentic. Accessible, Trendy, Practical, Youthful, Direct.

Brand Values

• •Artisanship/Craftsmanship
• •Meaning & Connection
• •Quality
• •Uniqueness & Design
• •Mexican Heritage
• •Accessibility
• •Customer Care

Best Practices

• •Develop a Central "Brand Voice" Document: Clearly define the core tone (e.g., "Spiritual Elegance") and secondary tones (e.g., "Accessible Trendiness" for specific lines/platforms). Include key vocabulary, "do's and don'ts," and examples. This ensures anyone writing copy is aligned.
• •Maintain the "Joyas con Alma" Thread: Even when promoting more accessible lines, find ways to subtly weave in the idea of meaning, personal expression, or the special feeling of wearing a Carlo Greco piece. This bridges the different product tiers.
• •Platform-Specific Adaptation, Core Consistency: While TikTok copy can be more direct and use trending phrases, the underlying message of quality and thoughtful design (even if simpler) should persist. Avoid slang or tones that starkly contradict the "elegant" core if aiming for a cohesive master brand.
• •Storytelling over Specs (especially for higher-end): For the gold and gemstone pieces, focus on the inspiration behind collections, the craftsmanship, and the emotional/spiritual connection the jewelry can offer, rather than just listing materials and dimensions.
• •Consistent Visual and Textual Language: Ensure the style of photography and videography aligns with the copy. Elegant, soulful copy should be paired with artistic, high-quality visuals. Trendy, practical copy can have more direct, user-generated-style visuals but should still maintain a good aesthetic standard.

Social Perception

Customers who engage (especially on Instagram) seem to perceive the brand as offering beautiful, unique, and high-quality jewelry. The "soulful" aspect appears to resonate. Due to the different product focuses (fine jewelry vs. affordable stainless steel), there might be two somewhat distinct perceptions: One segment sees Carlo Greco as a creator of exclusive, meaningful, higher-end jewelry. Another (likely younger, TikTok-focused) sees it as a source for trendy, durable, and affordable fashion jewelry. The brand seems to be perceived as legitimate and trustworthy within its active platforms, with positive comments on product aesthetics and features like being waterproof.

Copy Examples

• •Instagram Post (Image of a unique necklace): "More than an adornment, a whisper of your soul. Discover the 'Alma Secreta' collection and find the piece that tells your unique story. Handcrafted in Mexico, designed to be treasured. #JoyasConAlma #CarloGrecoJoyería #HechoAMano"
• •Website Banner: "Carlo Greco: Where precious metals meet soulful intentions. Explore jewelry that resonates with your essence."
• •Product Description (Ring): "The 'Universo' ring, a constellation of [Gemstone] set in [Gold type] gold. Each detail meticulously handcrafted, a reminder of the infinite beauty within and around you. Carry your universe."
• •Email Subject Line: "Unlock Your Inner Radiance ✨ New Arrivals at Carlo Greco"
• •Short Video Ad Script (Voiceover - warm, gentle): "Feel the connection. Experience the artistry. Carlo Greco Joyería. Jewelry with soul, for your journey."