Brand Tone

The brand's tone is authentic, serene, and artisanal. It is personal and intimate, speaking directly to the customer as if sharing a personal story or a piece of art. The language used is descriptive and evocative, focusing on nature, craftsmanship, and the intrinsic beauty of the materials, avoiding overt sales jargon for a narrative-driven approach.

Brand Values

• •Craftsmanship
• •Nature as Inspiration
• •Authenticity & Storytelling
• •Timelessness & Understated Elegance
• •Sustainability & Natural Materials

Best Practices

• •Lead with Story, Not with Product: Always frame your copy around the inspiration, the process, or the feeling behind the piece. Instead of saying "New Silver Necklace," say "A Necklace Inspired by the Winter Moon."
• •Use Evocative, Sensory Language: Incorporate words that appeal to the senses. Terms like "sun-warmed," "cool stone," "delicate texture," "quiet strength," and "whisper of the woods" reinforce the brand's connection to nature and craftsmanship.
• •Maintain the "I" and "We" of a Small Studio: Use a personal voice. Phrases like "In my studio," "We were inspired by," and "I handcraft each piece" reinforce the authentic, artist-driven nature of the brand. This builds a direct connection with the customer.
• •Emphasize the "Handmade" Aspect in Details: Consistently mention the handcrafted process. This is a core value and a key differentiator. Use phrases like "sculpted by hand," "cast with intention," and "each piece is unique" to remind customers of the artistry involved.
• •Keep Visuals and Copy Aligned: Ensure that the tone of your copy is always reflected in your imagery. If the copy speaks of serenity and nature, the visuals should be clean, natural, and calm. This consistency across channels builds a powerful and memorable brand identity.

Social Perception

Jenkahn Jewelry is perceived as a high-quality, artisanal brand with a strong, personal identity. Customers view it as authentic and trustworthy, buying a piece of art from a specific artist with a clear vision. It is seen as a hidden gem, appealing to those seeking unique, meaningful objects, with high appreciation for its craftsmanship and direct connection to the creator.

Copy Examples

• •Captured from the riverbed. Our new River Stone Ring carries the quiet strength and smooth, time-worn texture of its namesake. Each line is carefully sculpted by hand, creating a piece that that is as unique as the stone it was inspired by. A small, wearable sculpture for your everyday. Discover the story on our website.
• •This season, we looked down. To the intricate patterns of fallen leaves, the delicate curl of a fern, and the rugged texture of bark. Our new Botanical Collection is a tribute to the quiet beauty of the forest floor, with each piece handcrafted in our Vermont studio to echo the wild elegance of nature. Explore the collection and find a piece of the wilderness to carry with you.
• •You don't follow trends. You seek out meaning, quality, and a connection to the world around you. At Jenkahn Jewelry, we handcraft each piece from recycled metals, inspired by the untamed beauty of Vermont. This isn't just jewelry; it's a story. Find yours.
• •Wear a whisper of the woods. These earrings are a direct impression of birch bark, capturing the paper-fine texture and rugged lines of one of our favorite trees. Hand-cast in sterling silver, they are lightweight enough for daily wear yet detailed enough to draw the eye. They serve as a simple, elegant reminder of the beauty in nature's details. Handcrafted with intention in our Vermont studio.
• •Find your inspiration in the wild. Our jewelry is born from moments like these: the quiet of the woods, the texture of moss, the strength of stone. Each piece is a testament to handcrafted design and the timeless allure of nature. #HandmadeJewelry #NatureInspired #ArtisanJewelry #JenkahnJewelry #VermontMade