Brand Tone

Artisanal, Direct, and Trustworthy

Brand Values

• •Quality Craftsmanship
• •Authenticity
• •Customer-Centricity & Customization
• •Value for Money

Best Practices

• •Always Emphasize "Handmade" and "Real Leather": These are the brand's strongest identifiers. Every piece of copy should reinforce that products are handcrafted from genuine, high-quality leather, setting them apart from mass-produced and synthetic alternatives.
• •Use a Direct and Confident Tone: Avoid jargon and overly descriptive marketing language. State what the product is, what it's made of, and why it's durable. The confidence comes from the quality of the product itself, not from exaggerated claims.
• •Highlight the "One-Person Workshop" Angle: Lean into the identity of a small, artisanal business. Using phrases like "I make every belt by hand" or "run by a single craftsman" adds authenticity and builds a personal connection with customers.
• •Incorporate Customization as a Key Benefit: Always mention the option for custom orders or alterations in product descriptions and general communications. This is a significant competitive advantage and a core part of the brand's value proposition.
• •Let Customer Reviews Speak for You: Integrate testimonials and star ratings into marketing materials where appropriate (like the Etsy page does). Using phrases like "Customer-approved quality" or "Praised for durability" leverages the powerful social proof the brand has already built.

Social Perception

Customers perceive the brand as a hidden gem for high-quality, affordable, and authentic leather goods, particularly within the goth, punk, and alternative subcultures. The owner is seen as a skilled and approachable craftsman who provides excellent customer service. The brand is trusted for its material quality and the durability of its products, which are considered superior to faux leather alternatives that require less "wearing in". The ability to get custom-sized or custom-designed pieces is a major point of positive perception.

Copy Examples

• •Real leather, honestly priced, handmade in Yorkshire. Belts and chokers crafted to last, not to be replaced. This is Aeon Leather.
• •Cut from a single piece of 2.8mm thick full-grain leather, this belt is built for a lifetime of wear. No fillers, no fakes, just 100% real leather secured with a solid steel buckle. Choose your size, and we'll handcraft it just for you.
• •Forget faux. Our chokers are made from authentic, supple leather that molds to you over time. Comfortable, durable, and handmade to your exact specifications. What will you have us create? #RealLeather #HandmadeUK #GothStyle #AeonLeather
• •Thank you for supporting a one-man workshop. Every piece is made by hand, by me, ensuring you receive a product with character and quality. Looking for a custom size or design? Just send a message.
• •This isn't just a belt; it's a promise of quality from my workshop to your wardrobe. Crafted from real leather, it's designed to endure. Thank you for choosing true craftsmanship. Kai, Aeon Leather