Brand Tone

Artistic and Passionate, Personal and Community-Focused, Inspirational

Brand Values

• •Artisanal Craftsmanship
• •Uniqueness and Individuality
• •Storytelling and Meaning
• •Community and Connection
• •Quality and Authenticity

Best Practices

• •Lead with the Story: Always connect the product back to its inspiration, whether it's a historical muse, a specific material, or the artist's personal journey. This reinforces the brand's core value of storytelling.
• •Use Artistic and Evocative Language: Employ words like 'sculpted,' 'forged,' 'loomed,' 'infused,' and 'narrative' to elevate the description of the jewelry beyond simple accessories to 'wearable art.'
• •Maintain the Personal 'Tony' Voice: Write as if the artist is speaking directly to the customer. Use 'I' or 'we' to describe the creative process and maintain the warm, personal tone that customers praise.
• •Emphasize Uniqueness: Consistently use phrases like 'one-of-a-kind,' 'limited collection,' and 'your own story' to reinforce the exclusivity and individuality of the pieces.
• •Incorporate a Call to 'Unlock': Play on the brand name by using calls-to-action that invite the audience to 'unlock' something—be it a new collection, their creativity in a workshop, or the story behind a piece.

Social Perception

Overwhelmingly positive, perceived as high-quality, personal, unique, and driven by a talented and accommodating artist, with designs often considered more beautiful in person.

Copy Examples

• •Inspired by the untamed spirit of Hatshepsut, the pharaoh who built an empire. This piece isn't just a necklace; it's a statement forged in bronze and story. Hand-sculpted by Tony, each detail tells a tale of power and grace. Who is your muse? #LockAndKeyDesign #WearableArt #StorytellingJewelry
• •Unlock the Secrets of Our Newest Collection
• •Let the music of the ancients adorn you. Our Harp and Stone Necklace is meticulously hand-loomed, interweaving polished ball-chain with vibrant, ethically sourced stones. Each necklace is finished with our signature lock charm, a reminder of the stories we carry and the secrets we choose to share. A true piece of wearable art, designed and crafted by Tony Perrin.
• •Lock & Key Design began not in a studio, but with a story. From a professional dancer's hands to a master artisan's loom, founder Tony Perrin channels a life of creativity into every piece of wearable art. We believe jewelry should be as unique as the person who wears it, fusing modern eclecticism with timeless stories to create pieces with a secret of their own.
• •Go behind the scenes and become the artist. Join founder Tony Perrin for an exclusive jewelry-making workshop where you'll learn the techniques behind our signature designs. Spaces are limited to keep the experience personal. Click to book your spot and unlock your own creativity.