Brand Tone

elegant, introspective, and artistic

Brand Values

• •Emotional Support and Empowerment
• •Craftsmanship and Collaboration
• •Artistic and Cultural Inspiration
• •Celebrating the Everyday
• •Authenticity and Originality

Best Practices

• •Maintain an Introspective and Poetic Voice: Always use gentle, thoughtful, and slightly poetic language. Focus on the feeling and story behind the piece, not just its physical attributes.
• •Emphasize Core Values: Consistently weave in the brand's core values of emotional support, craftsmanship, and artistic inspiration into all copy, from product descriptions to social media posts.
• •Tell the Story of Craftsmanship: Regularly mention the collaboration with Tokyo artisans and the use of high-quality, precious materials. This reinforces the brand's commitment to quality and authenticity.
• •Connect to the "Hatsuyume" Concept: Use the themes of dreams, hope, new beginnings, and personal journeys. This connects the product back to the powerful meaning of the brand's name.
• •Use Visually Evocative Descriptions: Write copy that complements the delicate, minimalist aesthetic of the photography. Use words that evoke light, texture, and quiet moments, such as "subtle shimmer," "delicate trace," and "serene glow."

Social Perception

The public perceives hatsuyume jewelry&objects as a high-quality, artisanal brand with a unique and delicate aesthetic. Customers and admirers often use words like "lovely" and "delicate" to describe the pieces. The association with a respected arts university and the artisanal district of Okachimachi lends the brand credibility and prestige. The mention of the jewelry being worn by a celebrity created a positive buzz, reinforcing its desirability. The brand is seen as authentic and deeply connected to the artist's personal vision, which resonates with consumers seeking unique, handcrafted items with a story.

Copy Examples

• •A quiet wish, worn on your finger. Our new 'Asa' ring, crafted in 10k gold with a single, clear quartz. A small reminder of the morning light and the dreams it holds. Made to be a part of your story. #hatsuyume #jewelryforlife #artisanmade
• •The 'Yoru' Necklace. In the deep blue of night, stars find their brightest stage. This piece features a deep lapis lazuli, suspended on a delicate gold chain, crafted by artisans in Tokyo. It rests close to your heart, a silent companion for your journey, empowering you to follow your own path. A piece of the night sky, made to celebrate your everyday.
• •Subject: An Invitation to Find Your Treasure | hatsuyume Pop-Up This weekend, we invite you to step into the world of hatsuyume. Discover our collection of jewelry and objects in person—feel the delicate weight of silver and gold, and see the unique light within each natural stone. Let us help you find a piece that serves as your own personal symbol of hope and empowerment. We look forward to sharing our stories with you.
• •Inspired by folklore and the quiet moments in between. Our latest collection is born from stories whispered through generations. Each piece is a fragment of a dream, designed to bring a little bit of magic into your daily life. Explore the new collection online. #hatsuyume #japanesecraft #storytelling
• •More than just jewelry. It's a feeling. It's a dream. hatsuyume jewelry&objects is born from a love of art and a belief in the power of beautiful things to support our spirit. Handcrafted in Tokyo, our pieces are for those who walk their own path. Discover the story. Wear your dream.