Brand Tone

Reverent & Respectful, Elegant & Sophisticated, Personal & Sentimental, Authentic & Rooted, Modern & Timeless, Educational & Story-driven

Brand Values

• •Heritage & Tradition
• •Authenticity
• •Quality & Craftsmanship
• •Connection & Family
• •Cultural Preservation & Education
• •Elegance & Beauty
• •Aloha Spirit

Best Practices

• •Prioritize Storytelling: Every piece has a narrative. Weave in the historical context, the inspiration from Queen Liliʻuokalani, and the personal connections of the founders. Focus on what the jewelry *represents* (legacy, connection, love) as much as what it *is* (gold, engraved).
• •Use Reverent and Elegant Language: Choose words that convey respect, sophistication, and the precious nature of the heirlooms. Avoid overly casual slang or trendy jargon. Maintain a tone of grace and dignity.
• •Emphasize Authenticity and Heritage: Consistently reference the Hawaiian roots of the brand, the founders' heritage, and the traditional craftsmanship. This builds trust and differentiates the brand.
• •Speak to Timelessness and Enduring Value: Highlight that these pieces are investments designed to last for generations, becoming more precious with time. Use phrases that evoke continuity and legacy.
• •Incorporate the Spirit of Aloha: While maintaining elegance, infuse warmth, connection, and a sense of sharing a precious gift. The copy should feel inviting and personal, reflecting the deeper meanings of Hawaiian hospitality and love.

Social Perception

HIE Heirlooms of Hawai'i is perceived as a luxury brand that is deeply committed to authenticity and cultural integrity. Customers and the media see them as more than just a jewelry company; they are viewed as custodians and modern interpreters of a cherished Hawaiian tradition. The founders' personal stories and Hawaiian heritage lend significant credibility and a sense of trustworthiness. The brand is admired for its beautiful designs, high-quality craftsmanship, and the emotional weight the pieces carry. There's an understanding that purchasing from HIE is an investment in a meaningful piece of art and history, often with a desire to connect with Hawaiian culture respectfully. They are seen as successfully bridging the gap between honoring a historical legacy and creating pieces that appeal to a modern, sophisticated audience.

Copy Examples

• •Each HIE bangle is a whisper of history, a circle of aloha. Crafted in solid gold, these are not just bracelets, but stories worn, legacies carried forward. Inspired by Queen Liliʻuokalani and the generations of matriarchs who followed, we invite you to create your own chapter. #HIEhawaii #HawaiianHeirloom #LegacyOfLove
• •Inscribe your story. Our custom heirloom bangles are a canvas for your most cherished connections – a name, a date, a beloved Hawaiian phrase. Cast in enduring gold, each piece is meticulously crafted to become part of your lineage, a tangible link to the moments and people that define you. Honor your past, celebrate your present, build for the future.
• •Introducing the [New Collection Name] – a contemporary reimagining of a timeless tradition. At HIE Heirlooms of Hawai'i, we delve deep into the archives of our islands' rich heritage, drawing inspiration from [specific cultural element or story] to bring you pieces that resonate with both history and modern elegance. Discover jewelry designed to be lived in, loved, and passed down.
• •More than adornment. HIE Heirlooms of Hawai'i offers a unique connection to the heart of Hawaiian tradition. Founded by Hawaiʻi natives, we create fine gold heirloom jewelry inspired by royalty and designed for generations. Explore a legacy of elegance and meaning. Visit hiehawaii.com.
• •HIE Heirlooms of Hawai'i is proud to partner with [Organization/Event] to [Purpose]. Our mission extends beyond crafting beautiful jewelry; it is about perpetuating and sharing the profound cultural heritage of Hawai'i. Join us in celebrating the enduring spirit of aloha and the timeless tradition of Hawaiian heirlooms.