Tono de Marca

Aspirational, Trendy, and Direct.

Valores de Marca

• •Individuality and Self-Expression
• •Accessible Luxury
• •Community and Connection

Mejores Prácticas

• •Embrace "You-Centric" Language: Always frame the copy around the customer. Use words like "You," "Your," and "Yourself" to make the message feel personal and direct. Instead of "Our necklaces are high-quality," write "Your new favorite necklace is built to last.
• •Marry Aspiration with Accessibility: Use aspirational words like "iconic," "luxury," "signature," and "royalty," but immediately follow up with accessible and practical benefits like "affordable," "your way," or "everyday wear." This balances the desire for glamour with the reality of the price point.
• •Create a Unified "Word Bank": Develop a list of on-brand words and phrases (e.g., "stack," "signature piece," "custom," "story," "define your style") and a list of words to avoid (e.g., "cheap," "imitation," "costume jewelry"). This ensures all copywriters, social media managers, and marketers are speaking the same language.
• •Be Transparent in Product Descriptions: To counter negative perceptions about quality, use copywriting to be explicitly clear about materials. Instead of just "gold necklace," specify "18k Gold Plated over Sterling Silver." Add care instructions directly in the copy ("P.S. To keep your piece sparkling, avoid contact with water and lotions!") to build trust and manage expectations.
• •Let the Community Tell the Story: Actively feature user-generated content and testimonials in marketing copy. Use direct quotes from happy customers (with permission) as social proof. Phrases like "Here's how Maya styled her stack..." or "You loved it, so we brought it back..." make the brand feel collaborative and community-driven.

Percepción Social

Mixed, Leaning Towards Positive but with Significant Quality Concerns.

Ejemplos de Copy

• •Your story, your style, your stack. Create the necklace that’s 100% you. Tap to build your signature look. #DoradoFashion #MyDorado #CustomJewelry
• •It's Here: The Photo Pendant You've Been Waiting For. Keep your favorite memories close. Our new photo pendants are crafted to hold what matters most. Upload your photo, choose your finish, and wear your story. Shop now for 15% off.
• •THE ICONIC CUBAN LINK. PERSONALIZED. Bold, timeless, and now with your name on it. Define your style with custom pieces that make a statement.
• •The Gift They'll Never Forget. Looking for something truly special? Give the gift of personalized jewelry. From initial rings to name necklaces, create a one-of-a-kind piece for a one-of-a-kind person. Perfect for birthdays, anniversaries, or just because. #DoradoGifts
• •I'm officially obsessed with my new piece from Dorado! I customized the font and everything. It's giving luxury without breaking the bank. Link in bio to get your own custom stack! ✨Level up your jewelry game✨