Brand Tone

authentic, passionate, and trustworthy

Brand Values

• •Quality & Craftsmanship
• •Ethical & Sustainable Sourcing
• •Authenticity & Transparency
• •Customer Connection
• •Modern & Edgy Elegance

Best Practices

• •Lead with the "Why": Always circle back to the core story—the husband and wife team, the blend of welding and jewelry, and the passion behind it. This is your unique selling proposition and should be woven into all communications.
• •Emphasize Ethical Sourcing: Consistently use terms like "ethically sourced," "sustainably sourced," "recycled materials," and "Made in the USA." This reinforces your core values and appeals to conscious consumers.
• •Use a Confident & Passionate Tone: Write with confidence about your product quality. Use strong, direct language when talking about craftsmanship, but soften it with passionate, story-driven language when discussing the customer experience.
• •Balance "Classic" and "Edgy": Ensure your copy reflects the dual aesthetic you aim for. Use words like "timeless," "classic," and "fine" alongside "modern," "edgy," and "trendy" to attract your target audience.
• •Tell Customer Stories (with permission): Actively collect and share the "love stories" you mention in your mission. Featuring customer experiences in your marketing will powerfully reinforce your brand's value of connection and community.

Social Perception

Perceived as a premium, trustworthy, and reliable alternative to mass-produced jewelry, ideal for those seeking custom, meaningful pieces with an ethical and transparent backstory, backed by product guarantees.

Copy Examples

• •Welded with passion, worn with love. Our permanent jewelry isn't just an accessory; it's a part of your story, forged from ethically sourced U.S. gold and a whole lot of love. Ready to make your mark? Visit our De Pere studio and let's create something beautiful together.
• •More Than Jewelry. It's a Connection. Discover custom-fit, permanent jewelry, ethically sourced and handcrafted with a welder's precision and an artist's heart.
• •GB Links started with a simple spark: his love for welding and her love for jewelry. We re a husband and wife team dedicated to creating timeless, edgy pieces without compromise. We know where every chain comes from, and we re proud to bring sustainable, handcrafted quality from our family to yours.
• •The Milestone Charm is crafted from pure, recycled 14k gold and is designed to be the perfect addition to your permanent bracelet. It s more than a charm—it s a memory you can hold onto, sustainably sourced and expertly crafted right here in our Wisconsin studio.
• •Tired of jewelry that doesn't last? At GB Links, we do things differently. We ditched the mystery metals and mass production for ethically sourced materials and the art of the weld. Every piece we create is a testament to quality you can see and a commitment to sustainability you can feel good about. Come experience the difference.