Brand Tone

Aspirational, sophisticated, modern, youthful, vibrant, and personal, emphasizing self-expression and the Californian lifestyle, while maintaining a professional and polished language.

Brand Values

• •Excellence in Craftsmanship and Design
• •Quality and Purity
• •Heritage and Legacy
• •Self-Expression and Individuality
• •Versatility

Best Practices

• •Develop a Unified Brand Voice Guide: Create a document that clearly defines the tones for both Yessayan's heritage line and the U Los Angeles collection. This guide should include keyword lists, sentence structures, and the emotional response you want to evoke.
• •Segment Your Audience and Channels: Tailor the copy to the platform. Instagram and TikTok might lean into the more vibrant, personal tone of U Los Angeles, using more casual language and user-generated content. LinkedIn and press releases should maintain the sophisticated, heritage-focused tone of the parent brand.
• •Tell a Consistent Story: Weave the brand's history and values into your copywriting. Whether it's a social media post or a product description, reinforcing the legacy of craftsmanship and the focus on self-expression will build a stronger brand identity.
• •Use High-Quality Visuals to Match the Tone: The luxury and sophistication conveyed in the copy must be mirrored in the imagery. Ensure all photos and videos are professionally produced and align with the brand's elegant and modern aesthetic.
• •Train and Empower Your Team: Anyone writing copy for the brand Gfrom social media managers to customer service representatives Gshould be trained on the brand's voice. Regular reviews and feedback sessions can ensure consistency across all touchpoints.

Social Perception

Yessayan is perceived as a prestigious and high-end jewelry house, trusted by an elite clientele, with strong celebrity associations. The "U Los Angeles" brand is seen as a more accessible entry for a younger, fashion-conscious demographic, valuing personalization and modern design. The family-owned narrative adds authenticity and trust.

Copy Examples

• •Define your narrative. The new U Los Angeles collection is crafted for the moments that shape you. Express your essence with vibrant gemstones and signature designs. #YessayanLA #AllAboutU
• •Where heritage meets modern artistry. Each Yessayan piece is a testament to decades of mastery, meticulously crafted to be a part of your story for generations to come. #YessayanLegacy #FineJewelry
• •Your style, your statement. With our U-shape collection, choose your gold, select your gemstone, and create a piece that is uniquely yours. Discover the art of personalization. #ULosAngeles #SelfExpression
• •The beginning of forever, adorned in brilliance. Our new bridal collection captures the promise of a lifetime with timeless designs and exceptional diamonds. #YessayanBridal #TimelessElegance
• •From morning light to city nights. Our jewelry is designed for the dynamic spirit of the modern woman. Effortlessly elegant, endlessly versatile. #YessayanStyle #LuxuryForLife