Brand Tone

Inspirational & Empowering, Passionate & Authentic, Luxury yet Accessible/Resourceful, Community-Oriented & Mission-Driven, Refined & Sleek

Brand Values

• •Legacy & Strength
• •Empowerment
• •Craftsmanship & Quality
• •Authenticity & Intentionality
• •Social Impact & Service
• •Resilience & Perseverance
• •Excellence

Best Practices

• •Anchor to the Founder's Story: Emir Horton's journey of resilience, passion, and purpose is a powerful differentiator. Consistently weave elements of this authentic narrative into product descriptions, social media, and "About Us" sections to maintain an inspirational and authentic tone.
• •Emphasize "Mission" and "Legacy": These are core concepts for Eartha. Copy should frequently connect the act of wearing an Eartha watch to the owner's personal mission, goals, and the legacy they are building. This reinforces the empowering and purposeful tone.
• •Balance Luxury with Accessibility and Authenticity: While positioning as a luxury brand, ensure the tone remains grounded and relatable, reflecting the "affordable, authentic, resourceful" descriptor. Avoid overly opulent or exclusive language that might alienate the target audience seeking genuine connection.
• •Highlight Craftsmanship and Intentional Design: Detail the thought and care that goes into each design. Explain the symbolism (like the "marble finish" for women's watches symbolizing overcoming scars) to showcase authenticity and the passion behind the products. This supports a tone of refined quality.
• •Incorporate Social Impact and Community: Regularly communicate the brand's commitment to service and social initiatives. This reinforces a compassionate, community-oriented tone and appeals to consumers who value brands making a positive difference.

Social Perception

Inspiring Founder Story, Black-Owned Business Success, Aspirational Brand, Focus on Mission and Purpose, Aesthetically Pleasing Products, Microbrand Appeal

Copy Examples

• •Eartha by Emir: More Than a Watch. It's a Testament to Your Time. Body: Every second is an opportunity. Crafted with passion and precision, our timepieces are for the visionaries, the innovators, the resilient. Wear your mission. Define your legacy. Call to Action: Discover the Collection.
• •The Resilience Collection: Strength Forged in Time. Body: Inspired by a journey of perseverance, the Resilience watch is a symbol of what you can overcome. Meticulously designed, built to last. Your time is precious, make it count. Call to Action: Shop Resilience.
• •Luxury Within Reach. Purpose in Every Tick. Body: Eartha redefines luxury, blending authentic design with a mission to empower. Each watch is a reminder of your potential and the impact you can make. Invest in your journey. Call to Action: Explore Eartha by Emir.
• •From Vision to Reality: The Eartha Story. Body: Founded on passion and purpose by Emir Horton, Eartha Watch Company is dedicated to crafting timepieces that inspire. Join a community committed to excellence and making every moment meaningful. Call to Action: Our Story, Your Time.
• •Connect Time to Your Mission.® Body: What drives you? An Eartha watch isn't just an accessory; it's a daily reminder of your goals, your strength, and the legacy you're building. Crafted for those who lead with intention. Call to Action: Find Your Eartha.