Brand Tone

Authentic, Evocative, and Personal

Brand Values

• •Connection to Nature
• •Authentic Craftsmanship
• •Sustainability
• •Community and Creativity
• •Understated Luxury

Best Practices

• •Lead with the Story: Always connect the product back to its inspiration as the brand's strongest asset and what sets it apart.
• •Use a Sensory and Evocative Vocabulary: Continue using words like "rugged," "molten," "raw," "textured," "organic," and "windswept." This language builds a consistent and memorable world around the brand.
• •Emphasize the 'Handmade' and 'Slow-Made' Process: Regularly remind the audience that each piece is crafted by hand. This reinforces the values of craftsmanship and uniqueness and justifies the premium quality. Show, don't just tell, with behind-the-scenes content.
• •Maintain a Personal and Approachable Voice: Write as Katie. Use "I" and "my" to share personal insights and passion. This direct line from maker to customer builds a powerful, trust-based relationship that larger brands cannot replicate.
• •Highlight Sustainable and Heirloom Qualities: In product descriptions and broader communications, consistently mention the use of recycled materials and the idea that these pieces are "future heirlooms." This appeals to conscious consumers and reinforces the brand's value of longevity over fast fashion.

Social Perception

Artisanal and High-Quality, Unique and Distinctive, Trustworthy and Genuine

Copy Examples

• •Forged from recycled silver, this ring carries the memory of the sea. We used a special sand-casting technique with sand from Portstewart Strand, leaving the silver with a raw, glittering texture that feels like a piece of the coast itself. A wearable story for your hands. #HandmadeJewellery #IrishDesign #CoastlineInspired
• •Our Molten Studs are a celebration of beautiful imperfection. Each earring is formed by flame, allowing recycled sterling silver to flow into its own unique, organic shape. No two are ever the same. They are a subtle, everyday reminder of the raw and untamed beauty of the natural world.
• •There’s a special magic in taking raw silver and shaping it with your own hands. I’m so excited to invite you to our next Silversmithing Workshop, where I’ll guide you through the process of creating your very own sea-inspired ring. Join our small, friendly group in the studio and leave with a piece that tells your story. No experience needed, just a spark of curiosity.
• •Katie Johnston Jewellery was born from a love for the wild Irish coastline and a passion for slow, intentional craftsmanship. I believe that jewelry should be more than an accessory; it should be a talisman, a piece of art that connects you to a place and a story. That’s why every piece is handmade by me in my small studio, infused with the spirit of the sea.
• •Tired of mass-produced jewelry? Discover pieces as unique as you are. At Katie Johnston Jewellery, we handcraft each item from recycled silver, inspired by the rugged textures of the Irish coast. Own a piece of wearable art with a story. Shop our collection of heirloom-quality designs.