Brand Tone

The brand's tone is personal, humble, and inspirational. It is candid and down-to-earth, reflecting the voice of a creator sharing her passion rather than an impersonal corporation.

Brand Values

• •Faith and Spirituality
• •Authenticity and Craftsmanship
• •Community and Encouragement
• •Joy and Purpose

Best Practices

• •Always Tell the Story: Every piece of copy, from a product description to a social media post, is an opportunity to reinforce the brand's origin story. Consistently mention "handmade," "home studio," and the "why" behind the designs (faith, scripture, reminders).
• •Use Humble and Personable Language: Maintain the "one-woman show" voice. Use "I" and "my" instead of "we" and "our." Phrases like "don't get excited" or "playing with fire" make the brand relatable and authentic. Avoid overly corporate or polished marketing jargon.
• •Lean into the "Why": The spiritual aspect is a key differentiator. Don't shy away from using words like "faith," "purpose," "blessing," and "reminder." This speaks directly to the niche audience and reinforces the brand's core values.
• •Show Gratitude and Community: Regularly express thanks to the community in emails and social posts. This aligns with the stated value of encouragement and builds a loyal following that feels seen and appreciated.
• •Ensure Visuals Match the Tone: The photography and overall aesthetic should reflect the brand's values authentic, clean, and focused on the handcrafted details. The visuals and the copy must work together to tell the same humble, high-quality story.

Social Perception

The brand is perceived very positively, with customers praising the quality, fast delivery, and excellent customer service. It is seen as a reliable source for meaningful gifts and a "Top shop for gifts" on Etsy. The personal story and handmade nature, along with the spiritual significance, resonate deeply with buyers.

Copy Examples

• •More than just silver and stone. Each piece is handcrafted in my little home studio with a prayer and a purpose: to be a small, beautiful reminder of a big faith. This sterling silver cross cuff is ready to be a part of your story. #HandmadeFaith #KellyDuncanDesigns #WearYourStory
• •Handcrafted Sterling Silver Jewelry. Made with purpose, worn with love. Discover pieces that tell a story.
• •Simple, timeless, and meaningful. This sterling silver necklace was designed to be a quiet, constant reminder of faith, hope, and love. Hammered and polished by hand, each one is perfectly imperfect, just like us. A wearable blessing for you or a loved one.
• •Subject: A little something from the studio… Hi [Name], just wanted to share what s new on the workbench this week. Feeling so grateful for every single order that allows me to keep doing what I love: hammering, playing with fire, and creating jewelry that means something. Thank you for being here. [Link to New Arrivals]
• •Self-taught silversmith and boy-mom. I started stamping scripture on bracelets to help my memory and ended up finding my passion. Now, I create faith-based sterling silver jewelry from my home studio (aka my son's old bedroom!). So glad you're here!