Brand Tone

Authentic, Natural, and Personal. It emphasizes handmade quality, connection to nature (specifically the Cornish coast), and the founder's passion for craftsmanship.

Brand Values

• •Connection to Place (Cornwall)
• •Sustainability and Ethics
• •Originality and Craftsmanship
• •Timelessness

Best Practices

• •Lead with the "Why," Not Just the "What": Every piece of copy should start from the core story: the connection to Cornwall. Instead of saying "Silver Necklace," say "A Necklace Shaped by the Cornish Sea." This immediately grounds the product in its unique value proposition.
• •Use a Personal, First-Person Voice: Maintain the "maker's voice" by using "I" and "my" when talking about the creative process (e.g., "I collect the sand," "My workshop"). This builds authenticity and a direct relationship with the customer, making the brand feel personal and trustworthy.
• •Emphasize Sensory & Natural Language: Use descriptive, evocative words that appeal to the senses and reinforce the brand's organic nature. Terms like "raw texture," "organic form," "lustrous pearl," "molten silver," and "wild spirit" are more powerful than generic adjectives.
• •Always Weave in Core Values: In product descriptions, social posts, and ads, consistently mention key value propositions like "recycled sterling silver," "ethically sourced," "handmade in Cornwall," or "one of a kind." This repetition reinforces the brand's ethical and quality commitments.
• •Let the Process Tell the Story: Use the unique creation methods (seawater casting, sand texturing) as the main narrative hook. Showing the process in videos and describing it in text makes the final product more intriguing and valuable than a simple photo ever could. It

Social Perception

The public and customer perception is extremely positive, viewing the brand as high-quality, beautiful, unique, special, and providing excellent, personal service.

Copy Examples

• •Hold a piece of the coast. Each Beach Sand ring is cast using sand from a shore of your choice, capturing the texture of your favourite memories. This isn't just a ring; it's a story, a place, a moment—forged in recycled silver and made timeless. Where would your ring be from? #JosephLamsin #CornishJewellery #HandmadeInCornwall #SustainableLuxury #BeachSandJewellery
• •Born from the untamed waves of the Cornish coast. To create this truly organic pendant, molten silver was poured directly into seawater, allowing the ocean itself to shape its final form and texture. Cast from a mould of that original sea-forged piece, this pendant is handcrafted in recycled sterling silver and finished with a thick, lustrous layer of 18ct gold. A true gift from the sea, designed to connect you to Cornwall wherever you go.
• •Create wedding rings as unique as your journey. We use sand from a beach that's special to you to create the texture of your handmade rings. Forged from recycled gold or silver, your bands will carry the story of your favourite place, forever. Design your bespoke rings with us. #WeddingRings #BespokeJewellery #CornwallWedding #EthicalWedding
• •The sea is my design partner. Using ancient casting techniques to create modern heirlooms. #HandmadeJewellery #CornishCoast #Artisan #Craftsmanship #SustainableStyle
• •Hello [Customer Name], This season, I've spent countless hours by the Atlantic, letting the rhythm of the tides inspire our newest collection. Introducing 'Atlantic Whispers'—a series of unique pendants and earrings cast directly in Cornish seawater. Each piece carries the raw, organic texture of the ocean's embrace. Crafted with recycled silver and ethically sourced pearls, these are more than accessories; they are a connection to the wild spirit of the coast. Discover the collection and find the piece that speaks to you.