Brand Tone

personal, artistic, and mindful

Brand Values

• •Sustainability
• •Individuality and Creativity
• •Meaning and Legacy
• •Craftsmanship

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Whether in a social post or an ad, start with the story of sustainability, rescued materials, or creative expression before focusing on the sale.
• •Use a Purposeful Vocabulary: Maintain a consistent lexicon that reflects the brand's values. Use words like "rescued," "preloved," "journey," "story," "hand-assembled," and "circular" instead of generic retail terms. Refer to products as "pieces" or "charms" that are part of a "system."
• •Maintain a Personal & Calm Tone: The founder's story is a key asset. All communication should feel personal, thoughtful, and calm—never aggressive, overly trendy, or sales-y. Write as if sharing a personal passion project with a friend.
• •Emphasize Customization and Longevity: Consistently highlight the "mix and match" and "endless possibilities" aspect of the jewelry. Frame this as the smart, creative, and sustainable alternative to fast-fashion accessories.
• •Visual and Textual Harmony: Ensure the visuals (photos, videos) match the brand's tone. Use soft, natural lighting, focus on hands and personal interaction with the jewelry, and create a calm, artistic aesthetic that complements the mindful and crafty nature of the brand.

Social Perception

The brand is perceived as a niche, purpose-driven entity in the sustainable fashion space. Customers and followers are drawn to the unique story and the ethical foundation of the products. The narrative of the founder, Lucia, and her multicultural background adds a layer of authenticity that resonates with an audience seeking meaningful consumption. The focus on "preloved" materials becoming "beloved" is a key part of its appeal, positioning it against mass-produced, disposable fashion. The brand is seen as offering not just jewelry, but a connection to a more sustainable and thoughtful lifestyle.

Copy Examples

• •Each bead holds a past. Each charm, a new beginning. We rescue forgotten stories from flea markets and vintage collections to help you tell your own. What story will you wear today? #CircleOfDots #SustainableJewelry #PrelovedToBeloved
• •More than jewelry. It's a piece of a journey. Hi [Name], When I started CIRCLE OF DOTS, I wanted to do more than just make things. I wanted to give beautiful materials a second chance. Our latest collection of rescued-bead charms is ready—each one waiting to be mixed, matched, and woven into your life's story. Discover the new arrivals.
• •The 'Amsterdam Rain' Earring Set: Where Dutch minimalism meets Italian artistry. This curated set features a trio of hand-assembled charms made from 100% rescued glass beads in cool, tranquil tones. Wear them together for a complete look or mix with other dots in your collection. Create, repeat, and restyle—endlessly and without waste.
• •Your style is not disposable. Your jewelry shouldn't be either. At CIRCLE OF DOTS, we believe in endless possibilities, not endless consumption. Our charm system lets you refresh your look with a single piece. Sustainable. Unique. Entirely you. Shop the collection.
• •CIRCLE OF DOTS started with a simple idea: jewelry should be as limitless as the person who wears it. Frustrated with pieces that felt static, our founder Lucia began transforming her grandmothers' inherited jewelry into something versatile and new. Today, that spirit lives in every charm we create. We source preloved beads, each with a history, and hand-craft them into dots of potential, ready for their next chapter with you.