Brand Tone

Artistic & Appreciative, Personal & Welcoming, Knowledgeable & Passionate, Ethical & Conscious, Slightly Whimsical/Romantic

Brand Values

• •Craftsmanship & Quality
• •Uniqueness & Rarity
• •Storytelling & History
• •Ethical Sourcing & Sustainability
• •Community & Connection
• •Inclusivity
• •Beauty & Inspiration
• •Customer Significance

Best Practices

• •Emphasize Storytelling: Every piece has a potential story – its history, inspiration, or the future it might hold for the owner. Weave narrative elements into descriptions and posts to connect emotionally.
• •Highlight Craftsmanship & Unique Details: Use descriptive language that showcases the skill involved, the quality of materials (especially ethical/recycled aspects), and what makes each item special or rare.
• •Maintain a Warm, Inclusive, and Knowledgeable Voice: Write as if you're sharing a passion with an interested friend. Be informative without being condescending, and ensure the language is welcoming to all potential customers.
• •Connect to Values: Regularly and naturally incorporate brand values like ethical sourcing, sustainability, community, and the significance of jewelry in marking life's moments into the copy.
• •Visual-Verbal Harmony: Ensure the tone of the copy aligns with the aesthetic of the visuals. For Common Ground, this means elegant, artistic, and authentic imagery paired with thoughtful, appreciative, and sometimes slightly romantic or whimsical text.

Social Perception

Local Gem & Artisan Hub, Source of Unique & Ethical Jewelry, High-Quality, Artistic Pieces, Mixed Online Customer Service Perception, Engaged in Community

Copy Examples

• •Instagram Post (Showcasing a Vintage Ring): Whispers of a bygone era, captured in gold and sapphire. This Victorian beauty isn't just a ring, it's a story waiting to be continued. Imagine the hands it has graced, the moments it has witnessed. Now, it seeks a new chapter with you. Discover timeless elegance, curated with passion at Common Ground. #VintageJewelry #HeirloomQuality #GreenportNY #StorytellingJewelry #CommonGroundJewelry
• •Website Banner (Highlighting Custom Design): Your Story, Artfully Told. At Common Ground, we transform your vision into a treasured piece of bespoke jewelry. Using ethically sourced materials and time-honored techniques, let our artisans craft a symbol as unique as your journey. Begin your custom design experience. #CustomJewelry #EthicalLuxury #HandcraftedGreenport #BespokeDesign #FutureHeirlooms
• •Facebook Ad (Promoting a Silversmithing Workshop): Unleash your inner artisan. Join us at Common Ground for an inspiring silversmithing workshop and discover the joy of creating with your own hands. Learn from our experienced jewelers in a welcoming, creative space. No experience necessary – just a desire to make something beautiful. Limited spots available. Sign up today and find your common ground with craft. [Link to workshop] #JewelryWorkshop #GreenportEvents #HandmadeCommunity #CreativeNorthFork #CommonGroundStudio
• •Product Description (For a Contemporary Designer Piece): Sculptural lines meet organic inspiration in these 'Ocean's Breath' earrings by [Designer Name]. Crafted from recycled sterling silver, their fluid form captures the serene energy of the sea. Each pair is a testament to modern artistry and conscious creation, designed to be a subtle yet striking statement of your unique style. Ethically made, beautifully worn. #ContemporaryJewelry #EthicalFashion #DesignerMaker #RecycledSilver #ArtToWear #CommonGroundCurated
• •Email Newsletter Snippet (Announcing New Arrivals): Hello [Customer Name], Just as the seasons change, our curated collection evolves. We're thrilled to unveil new arrivals at Common Ground – a breathtaking selection of antique treasures, vibrant contemporary designs, and unique objects d'art, each chosen for its exceptional craftsmanship and inherent story. Explore pieces that resonate with soul and style, and find something that speaks to you. Visit us in Greenport or browse online. #NewArrivals #CuratedCollection #FineJewelry #ArtObjects #ShopGreenport #CommonGroundTreasures