Brand Tone

Nostalgic, personal, educational, warm, friendly, approachable, with an element of whimsy and fun.

Brand Values

• •Heritage and Tradition
• •Craftsmanship and Quality
• •Personal Expression and Storytelling
• •Authenticity
• •Customer Connection

Best Practices

• •Lead with the Story: Every piece of copy should be an opportunity to tell a story, whether it's the history of a symbol, the creation process, or a customer's personal connection.
• •Emphasize "Handcrafted in the USA": Consistently highlight this differentiator across all marketing materials to reinforce quality and domestic craftsmanship.
• •Use a Warm and Personal Tone: The copy should feel like it's coming from a person, not a corporation, utilizing "we" and "our family" to maintain connection.
• •Connect Charms to Life's Moments: Frame charms as markers of milestones, passions, and relationships to resonate with the target audience seeking to commemorate their lives.
• •Be Specific and Evocative in Descriptions: Describe charm details in a way that sparks imagination, using phrases like "gleaming sterling silver" instead of just material listings.

Social Perception

The public perception is divided: there is clear appreciation for the brand's unique and extensive collection, allowing for personal meaning and fostering loyalty. However, recurring criticisms regarding product quality and size create a gap between the brand's projected values of craftsmanship and some customers' actual experiences.

Copy Examples

• •From our family to yours, a little piece of magic. ✨ Our new Fairy With Star Charm is handcrafted with love, right here in our Arizona shop. Who in your life brings a little sparkle wherever they go? #Charmworks #HandcraftedJewelry #FamilyTradition #Storytelling
• •Your best friend deserves a place on your bracelet. Our handcrafted animal charms are made to capture the spirit of your furry, feathered, or scaled companions. With over 100 designs, find the one that tells your story. Shop now and get free shipping! #Charmworks #AnimalCharms #MadeInUSA
• •This Halloween, wear your spooky spirit! 🎃 Our collection of handcrafted Halloween charms, from playful Jack O' Lanterns to classic monsters, are the perfect treat. Use code SPOOKY for 10% off and start a new tradition. #Charmworks #HalloweenJewelry #Handmade
• •For the runner, the traveler, the dreamer. The winged foot has long been a symbol of speed, freedom, and divine messages. Our sterling silver charm is a tribute to your journey, wherever it may take you. Handcrafted by our family of artisans, it's a reminder to keep moving forward. #Charmworks #MeaningfulJewelry #Mythology
• •A Charm for Every Story. What's Yours?