Brand Tone

Artistic, Friendly, Authentic, Community-Oriented, Bohemian

Brand Values

• •Handmade Craftsmanship
• •Quality Materials
• •Uniqueness & Individuality
• •Customer Connection & Care
• •Community Focus
• •Affordability & Accessibility
• •Joy & Positive Vibes
• •Inspiration from Nature/Coast

Best Practices

• •Embrace "Handmade with Love": Consistently use warm, personal language that reflects the care and passion put into each piece. Words like "love," "heart," "passion," "handcrafted" should be staples.
• •Speak Like a Friend: Adopt an approachable, friendly, and slightly informal tone, especially on social media. Use conversational language, emojis where appropriate (especially TikTok/Instagram), and engage directly with comments and questions.
• •Tell the Story: Go beyond just describing the jewelry. Share the inspiration behind designs, the process, or how a piece might make someone feel. This connects to the "artistic" and "unique" values.
• •Highlight Community & Charleston Roots: Regularly mention the local connection, the Charleston/Mount Pleasant studio, and any community involvement. This reinforces authenticity and local pride.
• •Channel the "Gypsy Soul": Infuse a sense of freedom, individuality, and appreciation for beauty and nature. Use descriptive, slightly whimsical language when appropriate, appealing to customers looking for unique, expressive pieces.

Social Perception

Trusted Local Favorite, Source of Unique & Beautiful Jewelry, Personal & Caring Brand, Go-To for Gifts & Special Occasions, High Quality & Good Value

Copy Examples

• •Instagram Post (Image: Close-up of a new necklace with natural gemstones): "Sun-kissed and sea-inspired 🌊✨ Each gemstone in our new 'Ocean Whisper' necklace is handpicked, just like a treasure washed ashore. Handmade with love in our Charleston studio, for your inner gypsy soul. Come find your sparkle! #DeeRuelJewelry #HandmadeMagic #CoastalVibes #UniquePieces #CharlestonStyle"
• •Facebook Ad (Carousel of different jewelry pieces): "Life's too short for ordinary jewelry! 😉 At Dee Ruel, we pour our hearts into every handcrafted piece, creating unique treasures that tell *your* story. From everyday sparkle to that perfect custom gift, find something as unique as you are. Shop online or visit our Mount Pleasant haven! P.S. Don't miss our Friday Flash Sales! #DeeRuel #JewelryWithSoul #ShopLocalCHS #GypsySoul #HandmadeWithLove"
• •TikTok Video Intro (Dee holding a new design): "Hey, y'all! ✨ Dee here, and I'm SO excited to show you what's fresh from the workbench! This little beauty was inspired by... [tells a short, authentic story about the inspiration]. What do you think? Let me know in the comments! 👇 #JewelryDesigner #BehindTheScenes #CharlestonArtist #OneOfAKind #DeeRuel"
• •Website Banner (Homepage): "Dee Ruel Jewelry Design: Handcrafted in Charleston. For the Free Spirit. For the Gypsy Soul. Discover unique pieces made with love, just for you. [Shop Now Button]"
• •Email Newsletter Snippet (Highlighting a customer story or community event): "More Than Just Jewelry, It's Connection ❤️ This week, we were so touched by [brief positive customer story OR mention of a local event supported]. It's moments like these that remind us why we do what we do – crafting beautiful pieces that become part of your journey. Thanks for being our amazing community! See what's new in the shop this week... #DeeRuelCommunity #CharlestonLove #HandmadeStory"