Brand Tone

Artisanal & Passionate, Community-Oriented & Caring, Ethical & Responsible, Authentic & Down-to-Earth, Nature-Loving & Evocative

Brand Values

• •Sustainability & Environmental Responsibility
• •Community Commitment & Philanthropy
• •Handcrafted Quality & Artistry
• •Ethical Practices
• •Nature Inspiration
• •Authenticity & Connection

Best Practices

• •Continuously draw inspiration and descriptive language from the natural beauty of the Upper Peninsula. Use evocative words that paint a picture of the landscapes, flora, and fauna.
• •Emphasize the craftsmanship, the studio process, and the artist's touch in all descriptions. This reinforces authenticity and quality.
• •Regularly communicate the use of recycled materials, sustainable practices, and any ethical sourcing details. This builds trust and appeals to conscious consumers.
• •Continue to share stories about local inspirations, community involvement, and the impact of fundraising efforts. This fosters a sense of warmth and shared values.
• •Whether on social media, product descriptions, or "About Us" pages, let the genuine passion for the craft and the region shine through. Avoid overly corporate or impersonal language.

Social Perception

Highly Respected & Valued Community Member, Authentic & High-Quality Artisan Jeweler, Ethical & Trustworthy Brand, Symbol of the U.P.

Copy Examples

• •Headline: Wear the Wild: Handcrafted jewelry inspired by the soul of the Northwoods. Body: Each Beth Millner piece is a whisper of Lake Superior's shores and the quiet strength of Michigan's forests, ethically crafted just for you. Carry a piece of nature's poetry.
• •Headline: More Than Just Metal: It's a Commitment. Body: We believe in beauty that gives back. Our jewelry is handcrafted from recycled materials in our Marquette studio, and a portion of every special collection sale supports vital local charities. Adorn yourself with art that makes a difference.
• •Headline: From Our Hands to Yours: The Story in Every Piece. Body: Inspired by sunrises over pebble beaches and the intricate dance of forest life, every design begins as a sketch and is brought to life with traditional metalsmithing. Discover the artistry of the U.P.
• •Headline: Keep the Peninsula Close, Wherever You Roam. Body: Our nature-inspired jewelry is a tangible memory of the Upper Peninsula's breathtaking landscapes. From delicate birch earrings to wave-textured pendants, find your connection to the wild.
• •Headline: Sustainable Sparkle. Consciously Crafted. Body: Adorn yourself with pieces made from recycled silver and gold, featuring ethically sourced local stones. Because true beauty honors the earth.