Tono de Marca

An inspirational, resilient, effortlessly sophisticated, playful, expressive, authentic, and personal tone, rooted in overcoming adversity, celebrating individuality, and finding beauty in life's challenges.

Valores de Marca

• •Resilience and Finding Beauty in Imperfection
• •Artisanship and Uncompromising Quality
• •Ethical and Conscious Production
• •Family and Community
• •Versatile Self-Expression

Mejores Prácticas

• •Always Weave in the 'Why': Never let the copy be just about a product's features. Connect it back to the core brand story: resilience, the beauty of imperfection (like the pearl), and celebrating life's journey.
• •Use a Duality in Language: Balance sophisticated terms ('luminous', 'exquisite', 'meticulously') with accessible, empowering language ('playful', 'your story', 'lived in'). This maintains the 'sophisticated yet fun' and 'luxurious yet wearable' tone.
• •Highlight the Human Touch: Consistently use words like 'handmade', 'artisan-crafted', and 'personally selected.' This reinforces the brand's value of quality craftsmanship and differentiates it from mass-produced competitors.
• •Speak in an Empowering, Active Voice: Use language that invites participation and self-expression. Phrases like 'Layer up', 'Mix and match', 'Create your look', and 'Wear your story' empower the customer and align with the brand's value of individuality.
• •Embrace the 'Joie': The founder's name means 'joy' in French. Infuse this feeling into the copy. Use words like 'joy', 'vibrant', 'sparkle', and 'playful,' especially when describing the colorful gemstone pieces, to connect the product back to a feeling of happiness and the brand's own identity.

Percepción Social

Perceived as aspirational luxury, meaningful and story-driven, offering timeless designs with a modern edge, and valued for its craftsmanship and unique designs.

Ejemplos de Copy

• •Your story isn't told in a single sentence. Neither is your style. Handcrafted with luminous pearls and vibrant gems, our necklaces are designed to be layered, mixed, and lived in. Create a look that’s as unique as your journey. #EffortlessChic #LayerYourStory
• •Born from resilience. Crafted by hand. We believe true beauty is found in our experiences. Like the pearl, our jewelry transforms life's journey into something exquisite and strong. Wear your strength.
• •Perfectly imperfect. Each baroque pearl is chosen for its unique character and luster, telling a story of its own. Paired with supple leather and a hint of 14k gold, this bracelet is a celebration of authenticity. Handmade in our Philadelphia studio for a touch of everyday luxury.
• •More than a gift, it's a feeling of joy. For the one who inspires you with her strength and style, give a piece of jewelry that’s as meaningful as it is beautiful. Ethically sourced and meticulously handcrafted, it’s a gift that tells a story.
• •Joie DiGiovanni began not as a business, but as a path to healing. After a life-changing accident, our founder discovered the power of creating beauty from challenge. That spirit is in every piece we make—timeless, versatile jewelry that’s sophisticated yet fun, and designed to celebrate the beautiful layers of your life.