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Analyzing brand tone of voice of jewelry brands


Like everything else in fashion, jewelry has evolved. Today’s modern woman is all about statement pieces that are versatile, unique and above all else, affordable. But with so many jewelry 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 the unique brand tone of voice of jewelry brands they create to stand out from the crowd. To do this, we chose three brands spanning fine, demi-fine and costume jewelry that are utilizing an effective digital marketing strategy to attract and engage with a sizeable following of loyal customers:

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

Brand tone of voice of JEWELRY brands: Mejuri

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 behavior – and is an organization that cares about the world beyond jewelry.  

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 jewlry brand, placing emphasis on the fact that jewelry is made skillfully 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”.

Brand tone of voice of JEWELRY brands: Missoma

Unique design

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

When analyzing brand tone of voice, we found that Missoma emphasize individuality of their jewelry 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 grown in popularity over recent years. However, what’s interesting is that Missoma stresses that their products are for everyone. By creating an inclusive brand tone of voice, Missoma avoids alienating potential consumers.

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

insight card - everyday jewellery

Brand tone of voice of JEWELRY brands: 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 jewelry brand. Referring to their jewelry 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 its 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 analysis provides brands with important intelligence about the opposition, surfacing white space opportunities to potentially explore. For jewelry brands looking to enter the market, or costume and demi-fine brands wanting to branch out into fine jewelry offerings, these findings are useful as they show the importance of language to brand positioning.

Analyze brand tone of voice with Relative Insight