Brand Tone

Artistic & Sculptural, Modern & Edgy yet Elegant, Conscious & Considered, Timeless & Seasonless, Concept-Driven

Brand Values

• •Artistry & Craftsmanship
• •Sustainability & Environmental Responsibility
• •Timeless Design
• •Individuality & Unique Expression
• •Authenticity & Concept

Best Practices

• •Emphasize Art and Sculpture: Consistently use language that evokes artistry, sculpture, and deliberate design ("sculptural," "architectural," "hand-formed," "art-inspired").
• •Highlight Sustainable Practices: Always integrate the use of recycled metals and local, handcrafted production into the narrative, reinforcing the brand's commitment to environmental responsibility and ethical craftsmanship.
• •Focus on Timelessness over Trends: Avoid buzzwords or trend-driven language. Instead, use terms like "seasonless," "enduring," "timeless," and "classic reimagined" to convey the lasting appeal of the jewelry.
• •Maintain a Refined and Thoughtful Voice: The copy should sound sophisticated, intentional, and intelligent, reflecting the conceptual nature of the brand. Avoid overly casual or colloquial language.
• •Use Evocative and Sensory Descriptions: Describe not just how the jewelry looks, but how it might feel, the inspiration behind it, and the experience of wearing it ("fluid lines," "tactile," "a dialogue between").

Social Perception

Positively Perceived for Design and Sustainability, High-Quality & Well-Crafted, "Cool Girl-Approved" & Fashion-Forward, Artistic and Unique, Valued for Bespoke Options

Copy Examples

• •Headline: Adorn Anew. Sculpted Forms, Recycled Metals. Body: Discover Hernan Herdez, where jewelry transcends adornment to become wearable art. Each piece, handcrafted in NYC from recycled precious metals, offers a timeless dialogue between modern design and enduring form. Explore the collection.
• •Headline: The Art of Permanence. Body: In a world of fleeting trends, our seasonless jewelry is conceived as a lasting expression. Hand-formed by local artisans, each Hernan Herdez creation is an ode to sculptural beauty and conscious craftsmanship. Wear your values.
• •Headline: Beyond Ornament: Jewelry as Sculpture. Body: Hernan Herdez redefines the essence of jewelry. Fluid lines meet architectural grace in pieces designed to be both seen and felt. Crafted sustainably in New York City, for a beauty that resonates deeper.
• •Headline: Consciously Crafted. Uniquely Yours. Body: Embrace the unique with Hernan Herdez. Our commitment to recycled materials and artisanal production means every ring, necklace, and earring carries a story of mindful creation. Find the piece that speaks to you.
• •Headline: Timeless Forms for the Modern Muse. Body: Inspired by art, shaped by hand. Hernan Herdez jewelry is designed for those who appreciate the enduring power of sculptural elegance. Made with integrity in NYC, using recycled metals for a conscious statement.