Brand Tone

Elegant, Personal, and Aspirational

Brand Values

• •Quality Craftsmanship
• •Timelessness and Modernity
• •Personal Connection and Storytelling
• •Authenticity and Transparency
• •Social Responsibility

Best Practices

• •Lead with Storytelling: Frame every product and service within a narrative. Whether it's the origin of a design, the story of a customer's custom piece, or the experience of getting permanent jewelry, storytelling reinforces the values of personal connection and timelessness.
• •Emphasize Craftsmanship and Origin: Consistently include phrases like "Handcrafted in Los Angeles," "14k Solid Gold," or "Family-run manufacturing team." This language builds trust and justifies the premium positioning of the brand.
• •Use Elegant and Evocative Language: Employ words like "timeless," "heirloom," "elegant," "chic," and "symbol" to maintain the aspirational and sophisticated tone. Avoid overly casual slang or generic marketing phrases.
• •Maintain a Personal, Founder-Centric Voice: Write captions and copy from a personal perspective whenever possible ("We fell in love with this piece...", "Our founder, MacKenna..."). This humanizes the brand and strengthens the connection with the audience, making it feel less like a corporation and more like a personal jeweler.
• •Balance Aspiration with Attainability: While celebrity mentions and high-end aesthetics create aspiration, the copy should also feel welcoming. Use phrases like "for your everyday," "made to be lived in," and "jewelry is for everyone" to make the brand feel accessible to its target audience.

Social Perception

Positive and Trusted; Seen as a High-Quality, Founder-Led Business; Desirable and On-Trend

Copy Examples

• •Designed to be more than an accessory, it's a part of your story. Our 14k Solid Gold Satellite Necklace is handcrafted in Los Angeles to be as enduring and unique as the memories you'll make in it. A timeless piece for your everyday.
• •The Spark. The Zap. The Unforgettable Bond. Create an everlasting symbol of friendship, love, or a moment just for you. Book your permanent jewelry experience at our NYC studio and let us weld a memory that lasts a lifetime.
• •It started with a passion for creation in a small New York apartment and grew into a shared experience. MacKenna Thaler Jewelry is built on a simple belief: fine jewelry should be personal, impeccably crafted, and made to last. We work with a small, family-run team in LA to bring each design to life, ensuring every piece holds a story—yours.
• •From a 3D design to a forever heirloom. We worked with our client to create her dream diamond pinky ring, handcrafted with love and precision right here in LA. What would you design?
• •Introducing the Solstice Collection: Modern heirlooms inspired by the sun's timeless journey. Each piece is designed to be lived in, loved, and passed down. Discover delicate, solid gold staples that feel like a second skin.