Brand Tone

sentimental, intimate, and sincere

Brand Values

• •Heritage & Sentiment
• •Authenticity & Self-Love
• •Craftsmanship
• •Sustainability
• •Natural & Feminine Beauty

Best Practices

• •Always Tell a Story: Every piece of copy, from a product description to a social media post, should be rooted in the brand's narrative. Connect products to the core inspirations: heritage, love, nature, and self-discovery.
• •Use Intimate and Emotive Language: Employ a warm, sincere, and slightly poetic tone. Use words like "cherish," "heirloom," "story," "love," "sentimental," and "handcrafted" to reinforce brand values.
• •Anchor the Brand in its Roots: Frequently mention that the jewelry is handcrafted with love in Puerto Rico. This detail adds authenticity and reinforces the artisanal, non-mass-produced nature of the brand.
• •Speak Directly from the Founder's Voice: Frame the copy as if the founder, Carla, is speaking directly to the customer. Use "I" and "my" when referencing inspirations and the design process to maintain the personal, "love letter" feel of the brand.
• •Focus on "Feeling" Over "Features": While material and size are important, the primary focus of the copy should be on the feeling the jewelry evokes. Instead of "14k Gold Plated," lead with "A golden reminder of a sunset shared." Sell the sentiment first, then provide the details.

Social Perception

Highflier is perceived as an authentic, heartfelt, and artisanal jewelry brand. It is not seen as a mass-market entity but as a small business with a strong, personal story. Customers connect with the narrative of legacy, love, and the special meaning behind each piece. The brand is associated with thoughtful gift-giving, personal milestones, and everyday elegance. The term "highflier" itself, typically meaning an ambitious person, is re-contextualized by the brand to mean someone who finds joy in embracing their truest self.

Copy Examples

• •Some pieces aren't just worn; they're felt. Our Halo Signet Necklace is more than gold and silver; it's a promise to yourself, a future heirloom holding today's cherished memories. What story will yours tell?
• •Give a gift that becomes part of her story. Handcrafted in our Puerto Rico studio, every Highflier piece is designed to be treasured for a lifetime and beyond. For the love that passes from generation to generation.
• •Inspired by the timeless elegance of my mother's jewelry, the 'Abuela' Hoops are a tribute to the women who shape us. Handcrafted with love, these are designed not just to adorn, but to carry the warmth of every sunset and the strength of every story. Wear them as a reminder of where you come from and all that you are.
• •A Love Letter to You, From Our Studio. Hi [Customer Name], this week was filled with sunshine and sea salt here in the studio, and we poured all of that warmth into our latest collection. We believe jewelry should be as personal as a memory...
• •Your signature piece is waiting. Jewelry handcrafted to last a lifetime, inspired by vintage heirlooms and the beauty of embracing your truest self. Find the piece that feels like home.