Brand Tone

The tone of Y A S A R Y is artistic, personal, and aspirational. On the website, the language is direct and product-focused, using playful and descriptive text. The Instagram account projects a more intimate and creative voice, with minimal captions allowing visuals to dominate. The overall tone is not overtly commercial but rather that of a fashion-forward individual sharing their personal aesthetic.

Brand Values

• •Individuality and Self-Expression
• •Artistic Craftsmanship
• •Authenticity
• •Modern Elegance

Best Practices

• •Lead with Visuals, Support with Words: Keep captions concise and evocative. The brand's strength is its visual identity, so the copy should complement, not overpower, the images. Use words to add a layer of emotion or narrative to the visual story.
• •Maintain a Personal Voice: Continue using "I" and "my" in contexts that feel authentic, especially on Instagram. This reinforces the perception of a personal, creator-driven brand, which builds trust and a stronger connection with the audience.
• •Use Descriptive and Evocative Language for Products: Stick to imaginative and detailed product names and descriptions. Words like "ethereal," "midnight," "baroque," and "crystal" align with the artistic and elegant values of the brand.
• •Incorporate Storytelling: Hint at the inspiration behind a piece or the feeling it's meant to evoke. A short phrase like "Inspired by autumn light" or "Your new armor for urban adventures" makes the jewelry more than just an accessory.
• •Create Signature Hashtags: Beyond generic hashtags, use and encourage followers to use a signature hashtag like `#MyYASARY` or `#YasaryMoments`. This helps build a community gallery of user-generated content and reinforces brand identity.

Social Perception

The public perception of Y A S A R Y is shaped almost exclusively by its Instagram presence, where followers view the brand as an extension of the creator's personal style, perceiving it as chic, unique, and aspirational. It is seen less as a large commercial entity and more as an independent, creator-led label.

Copy Examples

• •Embrace the shadows. The Midnight Wolf earrings for nights you’ll always remember. #YASARY #ArtOfAdornment
• •Finding the light in the city glow. Sometimes, all you need is a single star. ✨ #StyleDiaries #YASARYJewelry
• •Channel timeless romance. Each earring features a lustrous, baroque-inspired pearl, designed not just to be worn, but to be felt. A limited piece for the modern muse. Define your elegance.
• •For Your Eyes Only | New Arrivals from Y A S A R Y
• •One watch, three moods. Which Y A S A R Y layer is your favorite? [Poll: A / B / C] #ArmCandy #MyYASARY