Brand Tone

authentic, personal, and passionate

Brand Values

• •Artisanal Quality
• •Ethical Sourcing
• •Personal Connection
• •Simplicity and Minimalism
• •Passion for the Craft

Best Practices

• •Lead with the "Why": Always circle back to the founder's passion and the brand's origin story. This personal narrative is the strongest differentiator and should be woven into all forms of communication.
• •Use "I" and "My" in Storytelling: When appropriate, especially on the website's "About" page or in blog posts, using a first-person perspective from Amalia can reinforce the personal, one-on-one connection with the customer.
• •Emphasize the Process: Use descriptive words that highlight the handmade nature of the jewelry. Terms like "handcrafted," "artisan," "studio-made," and "made with intention" reinforce the brand's core value of quality craftsmanship.
• •Keep it Simple and Elegant: The language should mirror the aesthetic of the jewelry. Avoid overly trendy slang or jargon. The tone should be as clean and timeless as the designs themselves.
• •Highlight Ethical Choices: Consistently mention the use of recycled materials and ethically sourced stones in product descriptions and brand messaging. This appeals to a key customer demographic and reinforces brand integrity.

Social Perception

The brand is seen as a creator of fine, artisanal products rather than a mass-market retailer. Its association with Maine Made and other craft communities reinforces its image as a legitimate and respected artisan brand. The personal story of the founder resonates with those who value authenticity and craftsmanship. The emphasis on ethically sourced materials likely appeals to a conscious consumer base.

Copy Examples

• •From a simple sketch to a tangible piece of art. Our new Lunar Pendant is handcrafted with recycled sterling silver, made to be a part of your story. Wear a piece of the moon. #AmaliaMoon #HandmadeJewelry #MinimalistStyle
• •Jewelry that not only looks good but feels right. At Amalia Moon, we are committed to using ethically sourced metals and stones because we believe in beauty that is kind to our planet. Discover our collection. #EthicalJewelry #SustainableFashion #HandcraftedWithLove
• •It all started with a book. A simple discovery that ignited a lifelong passion for shaping metal into something beautiful. I'm Amalia, and every piece you see is an extension of that journey, handcrafted with intention in my Portland, Maine studio. I believe jewelry should be as unique as the person who wears it—a personal talisman that travels with you through life's adventures.
• •Simple, elegant, and made by hand. Our Stria Earrings in sterling silver are the perfect everyday accessory. A quiet statement of timeless style. #MinimalJewelry #ArtisanMade #AmaliaMoonJewelry
• •A personal touch for your jewelry box ✨