Brand Tone

Authentic, Passionate, Mindful, Spiritual, Artisanal, Quality-Focused, Warm, Connecting, Nature-Inspired

Brand Values

• •Sustainability & Ethical Sourcing
• •Craftsmanship & Quality
• •Meaning & Connection
• •Giving Back
• •Natural Beauty & Spirituality
• •Supporting Small Business & Local Economy

Best Practices

• •Embrace Authentic Storytelling: Continue sharing the personal journey, inspirations (nature, spirituality), and the "why" behind the brand and specific pieces. This resonates with the established authentic and passionate tone.
• •Infuse Mindfulness and Intention in Language: Use words that evoke calmness, purpose, and connection (e.g., "mindfully made," "with intention," "soul journey," "inner strength"). This aligns with the spiritual and connecting aspects of the brand.
• •Highlight Craftsmanship and Ethical Choices: Consistently mention "handcrafted," "recycled metals," "responsibly sourced stones," and "made in LA/USA." This reinforces the artisanal, quality-focused, and sustainable values.
• •Maintain a Warm and Relational Voice: Address the audience directly and personally (e.g., "your journey," "we hope you'll wear"). Foster a sense of community and shared values, inviting customers to connect with the deeper meaning of the jewelry.
• •Visual Consistency: Ensure that the visual elements (photography style, colors, imagery on social media and website) align with the described tone – natural, slightly earthy, serene, and focused on the beauty of the materials and craftsmanship. The visual tone should complement the written tone.

Social Perception

High-Quality & Beautiful Jewelry, Meaningful & Special, Trustworthy & Good Service, Artisan & Unique, Eco-Conscious

Copy Examples

• •Headline (Website/Social Media Bio): "Handcrafted jewelry for your soul's journey. Mindfully made in Los Angeles with recycled metals and ethically sourced gemstones."
• •Product Description Snippet (e.g., Enhydro Quartz Necklace): "Capture a moment in time. This unique Enhydro Quartz, holding ancient water within, is a tangible reminder of nature's enduring magic. Handcrafted with intention to support your flow and inner strength. Wear it on all your adventures, big and small."
• •Instagram Post Caption: "Each piece I create starts with a story – the whisper of the Maine coast where I grew up, the energy of a carefully chosen stone, the spark of an ancient craft. I pour my heart into handcrafting jewelry that’s more than an accessory; it’s a companion for your beautiful life. What story will your piece tell? ✨ #AmandaKLockrow #HandcraftedJewelry #MadeInLA #MeaningfulAdornment #EthicalJewelry"
• •About Page Excerpt: "More than just jewelry, Amanda K. Lockrow is a celebration of nature's artistry and the human spirit. From my Los Angeles studio, I handcraft each piece using recycled metals and consciously sourced gemstones, believing that beauty and responsibility can coexist. A portion of every sale supports causes close to my heart, helping to protect our planet and uplift our communities. Thank you for being part of this journey."
• •Email Newsletter Snippet (New Collection Launch): "Discover the latest treasures, born from a love of natural beauty and mindful craftsmanship. Each new design is handcrafted in small batches, featuring unique gemstones chosen for their energy and story. Find a piece that resonates with your spirit and accompanies you on your unique path."