Brand Tone

Inclusive & Celebratory, Unapologetic & Bold, Ethical & Transparent, Authentic & Real, Empowering, Community-Focused, Playful & Personable

Brand Values

• •Inclusivity & Diversity: This is a cornerstone, evident in their size range (rings 2-16), model representation (all sizes, genders, races), and genderless designs.
• •Sustainability & Ethical Sourcing: Use of reclaimed gold, ethically sourced gemstones, local manufacturing in NYC, and recyclable packaging.
• •Transparency & Honesty: Openness about materials, production, and pricing (no fake discounts). They are independently funded to maintain their values.
• •Quality & Durability: Focus on creating long-lasting pieces from solid 14k gold and platinum that won't tarnish.
• •Body Positivity & Authenticity: Commitment to not photoshopping models and celebrating all bodies.
• •Queer & Trans Owned and Supportive: Proudly identifies as such and supports the LGBTQIA+ community.
• •Fair Labor Practices: In-house production with a commitment to fair wages for their team.
• •Rejection of Fast Fashion: Encouraging investment in lasting, recyclable pieces.

Best Practices

• •Champion Inclusivity in Every Word: Use gender-neutral language. Actively speak to diverse identities. Ensure your sizing information is prominent and celebratory, not an afterthought. Avoid language that segments or "others" any group.
• •Be Bold and Direct, Yet Positive: Don't shy away from calling out industry shortcomings (like lack of size inclusivity or unethical practices) but frame Automic Gold as the positive solution and a space of affirmation.
• •Lead with Values: Weave in mentions of sustainability, ethical sourcing, recycled materials, and local NYC production naturally. These are not just features but core to the brand's identity.
• •Maintain Authenticity and Transparency: Avoid overly polished, corporate jargon. Write in a way that feels human and honest. If discussing pricing, reiterate the commitment to fair value over artificial discounts.
• •Empower and Celebrate Your Audience: Focus on how the jewelry makes people feel – confident, seen, authentic, joyful. Use language that uplifts and validates individual expression. Reinforce the idea that their jewelry is an investment in oneself and in a better industry.

Social Perception

Automic Gold is generally perceived very positively as a trailblazer in the fine jewelry industry. Customers and commentators highly value its strong stance on inclusivity, diversity, and body positivity, often citing these as reasons for their support. The commitment to sustainability and ethical practices, including the use of recycled gold and US-based manufacturing, is a significant draw for conscious consumers. The brand is seen as authentic and trustworthy due to its transparency and founder's genuine story. It is lauded for being queer and trans-owned and for creating a safe and welcoming space for the LGBTQIA+ community and allies. The quality of the jewelry is generally well-regarded, although some find certain pieces very delicate for the price point. There's a strong sense of community around the brand, with customers appreciating its mission beyond just the products.

Copy Examples

• •Instagram Post (Image: Diverse group of people laughing, wearing Automic Gold rings): "Your sparkle isn't one-size-fits-all. Neither is our gold. Real 14k gold, for every body, every story. Sizes 2-16, because inclusivity isn't a trend, it's our foundation. #AutomicGold #RealGoldRealPeople #InclusiveJewelry #MadeInNYC"
• •Product Description (for a genderless chain necklace): "Ditch the labels. Rock the gold. Our solid 14k gold [Necklace Name] is designed for you, whoever you are. Ethically crafted in NYC from 100% reclaimed gold, because looking good should feel good, inside and out. Wear it your way, every day. #GenderlessJewelry #SustainableStyle #AutomicGold"
• •Email Subject Line: "Tired of the same old bling? We see you." (Email Body Snippet): "At Automic Gold, we're rewriting the rules of fine jewelry. No photoshop, no 'plus size' sections (our standard IS inclusive), just ethically made, solid gold pieces for every human. Because you deserve to shine, unapologetically."
• •Website Banner: "Radically Wearable. Sustainably Sourced. Unapologetically You. Welcome to Automic Gold – Fine Jewelry for All."
• •TikTok Video Concept (Text overlay on a video showing various hands with rings): "Big hands, small hands, queer hands, all hands deserve good gold. ✨ We're Automic Gold: Queer-owned, ethically made, and obsessed with jewelry that fits *you*. #AutomicGold #SizeInclusive #QueerOwned #EthicalJewelry #BodyPositivity"