Brand Tone

authentic, heartfelt, artistic, personal, emotional, educational, passionate

Brand Values

• •Authenticity & Craftsmanship
• •Passion & Joy
• •Connection to Nature
• •Personal Connection
• •Individuality

Best Practices

• •Always Use "I" and "My": The brand is Inita. The copy should consistently be in her first-person voice. Phrases like "I create," "My hope is," and "I found" reinforce the personal, authentic connection.
• •Lead with Emotion, Follow with Detail: Start product descriptions and posts with the feeling or inspiration behind the piece (e.g., "captured magic," "whispers of tranquility"). Then, provide the material details (e.g., "sterling silver," "Labradorite").
• •Incorporate the "Joy" Philosophy: The tagline "Created with love and joy!" should be a guiding principle. Mention the creative process, inspiration, and the positive energy infused into the jewelry whenever possible.
• •Tell the Story of the Stone: Don't just name the stone. Briefly mention its quality (e.g., "luminous," "deep purple") or the feeling it evokes. This connects back to the brand's origin story and its reverence for natural materials.
• •Maintain a Warm and Invitational Tone: Use welcoming language. Phrases like "Let's find yours!" or "PRIECĀJOS TEVI SATIKT!" make the customer feel like a welcome guest in an artist's studio, not just a consumer on a website.

Social Perception

genuine, high-quality artisanal brand; customers buy a piece of the artist's story and passion; trustworthy, small-scale business with personal transactions; appealing to those seeking meaningful, spiritual jewelry.

Copy Examples

• •More than a ring, this is a piece of captured magic. A luminous Labradorite, hand-selected for its fire, is cradled in sterling silver forged with joy and intention. Each flash of blue and green is a reminder of the beauty found in nature. Let this be your personal talisman, created to bring a little extra light to your day.
• •From my hands to yours. ✨ These amethyst earrings weren't just made; they were brought to life with purpose and joy. I love how the deep purple of the stone whispers tales of tranquility. My hope is that they make the wearer feel as happy as I felt while creating them. Let's find yours! #InitaValujevaJewellery #HandcraftedWithLove #SilverAndStone #ArtisanJewelry
• •It all started with a single stone found by a lake. That discovery sparked a journey into the world of jewelry making—a path of self-taught skills, endless learning, and incredible joy. I'm Inita, and every piece of jewelry you see is a part of my story, crafted with love in my Latvian studio. It's an exchange of energy: I create with happiness, so you can wear it with joy.
• •A little love & joy for your inbox | New Arrivals Inside
• •Your story is unique. Your jewelry should be too. Explore the collection and find the piece that speaks to you.