Brand Tone

Personal, Artisanal, and Quietly Luxurious

Brand Values

• •Ethical Sourcing and Sustainability
• •Timeless Craftsmanship
• •Personal Significance
• •Understated Elegance

Best Practices

• •Lead with the 'Handmade' Story: Always emphasize the artisanal nature of the jewelry. Use words like "handcrafted," "artisanal," "studio-made," and "meticulously crafted" to reinforce that each piece is made by a person, not a machine.
• •Integrate Values into Product Descriptions: Don't just list materials. Weave the values into the description. Instead of "14k gold ring," write "A delicate 14k recycled gold band, consciously crafted to last a lifetime."
• •Use a Personal and Direct Tone: Write as if Gillian is speaking. Use "we" and "our studio" to create a sense of intimacy. In testimonials, the consistent praise is for the direct, kind interaction with the designer—the copy should reflect this voice.
• •Focus on "Timeless" over "Trendy": Avoid language that dates the jewelry. Use words like "heirloom," "classic," "timeless," and "enduring." Position the pieces as investments that will be cherished for years, acting as "talismans of special moments."
• •Highlight the "Why" Behind the "What": Explain why you use certain materials. Talk about conflict-free diamonds, ethically sourced gems, and recycled gold not just as features, but as a commitment to ethical and sustainable practices. This builds trust and connects with the values of the target audience.

Social Perception

Highly positive customer service, appreciation for unique, high-quality design, and respected within the industry.

Copy Examples

• •A talisman for your story. Our new Peridot Signet Ring, handcrafted in 14k recycled gold, is made to be a marker of your own special moments. Personal, precious, and consciously made in our NYC studio.
• •Heirloom Quality, Modern Love. Your love story is one of a kind. Your ring should be too. Discover our collection of unique, handcrafted engagement rings made with ethically sourced diamonds and recycled gold. Book a personal, no-pressure consultation at our NYC studio.
• •Beauty with intention. Every piece is meticulously crafted by hand using 100% recycled gold and ethically sourced stones. Wear a story you can feel good about.
• •The art of the personal layer. Our delicate chains and handcrafted pendants are designed to be mixed, matched, and lived in. Create a look that's entirely your own with timeless pieces from our collection. Handmade in NYC.
• •A Little Sparkle, Made Just For You. From our hands to yours. We're putting the final polish on a few new designs we can't wait to share with you. Each piece, like this delicate thorn necklace, is a celebration of the thoughtful craftsmanship and sustainable materials that define our work. Thank you for being part of our story.