Brand Tone

friendly, personal, authentic, passionate, inspiring, empowering, casual, inviting, direct, professional

Brand Values

• •Authenticity and Passion
• •Handmade Quality and Craftsmanship
• •Individuality and Self-Expression
• •Community and Connection
• •Giving Back

Best Practices

• •Lead with Authenticity: Always write from the heart. Share the "why" behind a collection or the story of how a piece was made. Use Hailey's personal journey as a cornerstone of the brand narrative.
• •Use "You" and "I": Foster a direct, one-on-one conversation. Use personal pronouns to make the customer feel seen and to maintain the "one-woman show" feel, even as the business grows.
• •Embrace the Lingo: Consistently use words like "Hippie," "golden," "vibes," "groovy," and "sunshine." This builds a unique brand vocabulary that reinforces the overall tone.
• •Highlight the Craft: Emphasize that the jewelry is "handcrafted," "small-batch," and made with "quality materials." This justifies the price point and distinguishes the brand from mass-market competitors.
• •Empower and Inspire: Frame the jewelry not just as an accessory, but as a tool for self-expression and confidence. The copy should uplift the customer and encourage them to show off their personal style.

Social Perception

The brand is perceived as a trendy, high-quality, and authentic small business. Customers admire Hailey's talent and entrepreneurial journey, praising the beauty and uniqueness of the jewelry. It is seen as a go-to for boho, Western, and "coastal cowgirl" aesthetics. The personal touch of a "one-woman show" significantly appeals to customers, making them feel like they are supporting a dream. The brand also maintains credibility with an A+ rating from the Better Business Bureau.

Copy Examples

• •Golden hour isn't just a time of day It's a feeling. Introducing the 'Solstice' Collection, dripping in sun-kissed details and free-spirited vibes. Each piece is handcrafted to catch the light and remind you of your own. Shine on, Hippie. Link in bio to shop the sunshine.
• •Tired of the same old jewelry? Your style is unique, your jewelry should be too. At Highway Hippie, we don’t follow trends, we set them with you in mind. Discover handcrafted, small-batch pieces made with passion, sterling silver, and real gemstones. Find the piece that speaks to your soul.
• •Meet 'The Wanderer'. A genuine turquoise stone, symbolic of wisdom and protection, set in hand-stamped sterling silver. This isn't just a necklace; it's your new adventure companion, your good luck charm, and a reminder of the open road. Made to be layered, loved, and lived in. Because the best stories are found off the beaten path.
• •Hey, Sunshine! Just a little note from me, Hailey, to say thank you. Seeing you wear and love your HHJ pieces is why I started this journey. As a thank you for being part of our amazing community, here's an exclusive first look at our upcoming Charm Bar additions. Get ready to create something that's 100% you!
• •From a spark of an idea... to a sketch in my notebook... to my workbench... and finally, to you. Every piece of Highway Hippie jewelry is part of my story, and I can't wait for it to become a part of yours. Our newest design drops Friday. #handmadejewelry #smallbusinessowner #jewelrymaking #bohostyle #highwayhippie