Analyzing brand tone of voice for popular jewellery brands

Like everything else in fashion, jewellery has evolved. Today’s modern woman is all about statement pieces that are versatile, unique and above all else, affordable. But with so many jewellery brands vying for the consumer’s attention, how are competitors carving out their niche?

Being in the world of text analytics, we wanted to understand how popular jewellery brands are creating a unique brand tone of voice to stand out from the crowd. To do this, we chose three brands spanning across fine, demi-fine and costume jewellery who are utilising an effective digital marketing strategy to attract and engage with a sizeable following of loyal customers:

Using Relative Insight’s unique text analysis technology, we analysed the product descriptions across the ‘Best Seller’ sections of each brand’s website to discover the differences in how all three competitors define themselves.


Ethically sourced

Firstly, an interesting pattern we noticed when looking at the product copy of Mejuri was that the brand is infinitely more likely to describe their materials as ethically sourced. This helps to drive home the fact that Mejuri follows sustainable practices – a growing factor affecting consumer purchasing behaviour – and is an organisation that cares about the world beyond jewellery.  

insight card - ethically sourced

Handcrafted and high-quality

The unique difference that sets Mejuri apart from competitors is that the brand focuses on the product’s story: how it’s made and why it’s special. Mejuri are 35.3x more likely to use the word handcrafted and infinitely more likely to talk about quality throughout product copy. In doing so, Mejuri creates a brand tone of voice that is luxurious and reflective of a fine jewellery brand, placing emphasis on the fact that jewellery is made skilfully by hand.

insight card - handcrafted

Forever pieces

In our analysis, we also found that Mejuri are 8.8x more likely to suggest that their jewellery is made to last forever. Fine jewellery is made from precious metals, meaning it’s the highest quality and most durable on the market. Mejuri’s use of sentimental language helps customers form an emotional attachment to these products, implying that jewellery can be passed down on to generations – a “piece you can hold on to forever”.


Unique design

Missoma represents the demi-fine jewellery brand in this comparison, an emerging category that sits somewhere between costume jewellery and fine jewellery, attracting a younger cohort of conscious consumers who want to invest wisely in their fashion purchases.

When analysing brand tone of voice, we found that Missoma emphasise individuality of their jewellery designs. Words such as distinctive, bespoke and unique appear 9.6x more throughout product descriptions, helping Missoma convey to their audiences that their pieces stand out from the competition. As gen Z audiences care about creating an authentic style and embracing their quirks, it seems that Missoma are playing into this narrative to grow their younger consumer base.

insight card - unique design

Jewellery to wear everyday

Adored by royal duchesses Kate Middleton and Meghan Markle, Missoma has grew in popularity over recent years. However, what’s interesting is that Missoma stress that their products are for everyone. By creating an inclusive brand tone of voice, Missoma avoid alienating potential consumers.

Similarly, Missoma emphasise that pieces can be worn everyday, subtly suggesting that consumers will get their wear out of jewellery without compromising its appearance – which is often the case for costume jewellery.  

insight card - everyday jewellery

Astrid & Miyu


In contrast to Missoma and Mejuri, the brand tone of voice for Astrid & Miyu is much more playful, which can be expected from a costume jewellery brand. Referring to their jewellery as sparkly, Astrid & Miyu’s product descriptions are light-hearted in tone.

insight card - sparkly


An interesting insight that we uncovered was that Astrid & Miyu are infinitely more likely to use the word vibe throughout their product copy. Again, this shows the brand adopting a youthful tone on their website, using conversational language to engage customers. This tone of voice fits with the brand’s mission, “to create an experience that is personal and engaging”.

Actionable insights

The way a brand communicates with its audience speaks volumes about the company’s values, objectives and ethos and can even influence the way customers perceive their products.

Competitor insights provide brands with important intelligence about the opposition, surfacing white space opportunities to potentially explore. For jewellery brands looking to enter the market, or costume and demi-fine brands wanting to branch out into fine jewellery offerings, these findings are useful as they show the importance of language to brand positioning.

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