Brand Tone

Evocative & Spiritual, Artisanal & Sophisticated, Personal & Empowering, Authentic & Connected to Nature

Brand Values

• •Meaning & Symbolism: Creating jewelry that transcends adornment, serving as personal talismans imbued with energy and significance.
• •Craftsmanship & Quality: Commitment to handcrafted techniques and the use of fine materials (precious metals and genuine gemstones).
• •Individuality & Self-Expression: Offering unique pieces that allow wearers to express their personal style and story.
• •Empowerment & Strength: The belief that jewelry can be a source of inner strength, protection, and confidence.
• •Natural Beauty & Authenticity: Drawing inspiration from the inherent beauty of raw and natural materials.
• •Timelessness: Designing "modern heirlooms" intended to be cherished for years to come.

Best Practices

• •Embrace Evocative Language: Use words that suggest meaning, energy, and a deeper connection (e.g., "talisman," "sacred," "empower," "whisper," "resonate," "ancient," "guardian").
• •Highlight Craftsmanship and Materials: Consistently mention "handcrafted," "fine jewelry," "14k/18k gold," and the specific qualities of gemstones to reinforce the artisanal and quality values.
• •Tell the Story: Whether it’s the inspiration behind a collection or the symbolism of a particular piece, weave narratives that connect with the customer on an emotional and personal level.
• •Focus on Empowerment and Personal Meaning: Frame the jewelry not just as an object of beauty, but as a tool for self-expression, strength, and personal significance for the wearer.
• •Maintain a Refined yet Personal Voice: Avoid overly casual slang or overly stiff corporate language. The tone should feel like a knowledgeable, passionate artisan sharing their craft and its deeper purpose with an appreciative audience. Always ensure the language feels authentic to the brand's core identity.

Social Perception

Unique & Distinctive, High Quality & Artistic, Spiritually Resonant & Meaningful, Luxurious yet Understated, Trusted & Designer-Led

Copy Examples

• •Instagram Post (New Collection): "Unearth your power. Our new 'Terra' collection is an homage to the grounding energy of the earth, each piece a handcrafted talisman whispering tales of ancient strength. Discover jewelry designed not just to be worn, but to be felt. #DRUjewelry #ModernHeirloom #Talisman #HandcraftedLuxury #EmpowerYourself"
• •Product Description (Specific Amulet): "The 'Serpent Guardian' Amulet. Forged in 18k gold and set with a watchful emerald, this piece is more than adornment—it’s a symbol of transformation and protection, coiling around you with ancient wisdom. Let it be your daily shield and a reminder of your innate resilience. #DRUamulets #FineJewelry #SymbolicJewelry #EmeraldEnergy"
• •Website 'About Us' Snippet: "At DRU., we believe jewelry is a sacred language. Each curve of gold, each carefully chosen stone, speaks to a deeper connection—to ourselves, to nature, to the stories we carry. Thea Miller designs not just accessories, but modern heirlooms infused with intention, crafted to empower your journey. #DRUstory #TheaMiller #MeaningfulJewelry"
• •Email Newsletter Subject Line: "Discover Your Next Talisman: New Arrivals from DRU." Email Body Snippet: "Feel the whisper of ancient artistry and modern strength. Our latest arrivals are here, each piece meticulously handcrafted in our Los Angeles studio, waiting to become a part of your unique narrative. Explore designs that empower, protect, and resonate with your soul."
• •Social Media Ad Copy (Targeting): "Seeking more than just sparkle? DRU. offers fine jewelry that’s rich in meaning. Handcrafted talismans designed to empower your everyday. Discover your personal emblem of strength and beauty. Shop the collection. #DRUjewelry #FineArtisanJewelry #SpiritualGlamour #InvestInYourself"