As a Gen Z pressed against the millennial cusp, I'm fascinated by the younger cohorts of my generation; those who truly embody the flavour that makes this generation distinct by design.

We hear about the Gen Z IT-Girl. She both sets the trend and is the trend. She’s a doer, a thinker and a mover. Her main character energy unfolds with a spectrum of influence across art, culture, fitness, travel — the list goes on.

As a small exercise to flex my quill, I conjured up a tone of voice concept for an imaginary jewellery brand, inspired by the girls blazing aspirational paths in today’s era.