Brand Tone

Authentic & Handcrafted, Nostalgic & Heritage-Inspired, Understated & Pared-Down, Edgy & Unconventional, Personal & Story-Driven

Brand Values

• •Craftsmanship
• •Originality & Individuality
• •Heritage & Authenticity
• •Artistic Integrity
• •Enduring Style over Fleeting Fashion

Best Practices

• •Embrace "Imperfect" Authenticity: Use language that reflects the "hand-made" and "rough-hewn" quality. Words like "forged," "shaped," "hewn," "heritage," "narrative," and "story" can convey this. Avoid overly polished or mass-market terminology.
• •Tell a Story (Yours and Theirs): Frame product descriptions and brand messaging around the idea of jewelry as a personal artifact that accumulates history. Connect designs to inspirations like American heritage, personal history, or a pioneering spirit.
• •Maintain a "Pared-Down" but "Strong" Voice: Keep copy concise and impactful. The tone is understated yet confident. Avoid excessive jargon or overly flowery language. Let the design's inherent character speak.
• •Highlight Craftsmanship and Origin: Consistently mention "American craftsmanship," "handmade in NYC studio," and the unique finishing processes. This reinforces quality and authenticity.
• •Speak to the Individual: Address the customer as someone with a distinct sense of style who appreciates design with a point of view. Use inclusive language that appeals to the brand's unisex approach where applicable. Focus on how the jewelry helps *them* express *their* individuality.

Social Perception

Recognized Designer Brand, Quality & Unique Aesthetics, Unisex Appeal, Collector's Items, Mid-Range to Upper Mid-Range Fashion Jewelry

Copy Examples

• •Headline: More Than Metal. It's Your Story Forged. Body: Our jewelry isn't just crafted; it's born from heritage and shaped by hand in our NYC studio. Each piece carries the mark of its making, ready to become a chapter in your narrative. Wear your history.
• •Headline: The American Spirit, Reimagined in Brass and Silver. Body: Inspired by the pioneering soul, our collections offer a pared-down take on iconic design. Rough-hewn finishes meet timeless forms, creating pieces that feel both familiar and uniquely yours.
• •Headline: Authenticity You Can Feel. Style That Speaks. Body: Giles & Brother is about the beauty in imperfection, the strength in heritage. Find jewelry that resonates with your personal style – uniquely designed, honestly made.
• •Headline: Beyond Trends. Beyond Compare. This is Giles & Brother. Body: We believe in the enduring power of craftsmanship. Our pieces are designed with a strong point of view, meant to be layered, loved, and lived in. Discover the difference a handcrafted touch makes.
• •Headline: Unconventional. Unapologetic. Unmistakably You. Body: For the individual who values design with a distinct voice. Our jewelry blends industrial edge with a nostalgic heart, creating enduring statements that are as personal as they are powerful.