Brand Tone

Elegant & Sophisticated, Passionate & Appreciative, Knowledgeable & Informative, Personal & Connecting, Authentic & Trustworthy

Brand Values

• •Natural Beauty & Uniqueness
• •Quality & Craftsmanship
• •Authenticity & Provenance
• •Sustainability & Ethical Sourcing
• •Customer Connection & Experience
• •Passion for Gemstones

Best Practices

• •Emphasize Storytelling: Every gemstone has a history, an origin, a unique set of characteristics. Weave these narratives into product descriptions and social media posts to highlight the "provenance" and "story" of each piece.
• •Use Evocative & Sensory Language: Describe the colors, textures (visual), and the feeling the jewelry inspires. Words like "mesmerizing," "radiant," "ethereal," "vibrant," and "elemental" can convey the desired tone.
• •Maintain Authenticity: Be transparent about the natural origin of the stones, the handcrafting process, and ethical sourcing. This builds trust and aligns with the brand's core values.
• •Focus on Connection: Frame the jewelry not just as an accessory, but as a personal talisman, a piece of the Earth that resonates with the wearer's individuality and energy. Use phrases that suggest a personal journey or discovery.
• •Educate with Elegance: Share knowledge about the gemstones (e.g., birthstones, specific properties, origins) in an accessible yet sophisticated way. This positions the brand as an authority while enriching the customer's appreciation.

Social Perception

High-Quality & Beautiful, Unique & Special, Knowledgeable & Trustworthy Resource, Fair Value, Positive & Uplifting, Aspirational yet Accessible

Copy Examples

• •Unveil the magic within. Our new Labradorite ring, handcrafted in sterling silver, captures a universe of color with every flick of the wrist. Each stone, a unique masterpiece from the Earth, waiting to tell its story with you. Discover its iridescent charm.
• •Hold a piece of the cosmos. Our Moldavite pendants, born from a meteoritic impact, carry an intense frequency and a connection to the stars. Ethically sourced and set to honor its otherworldly beauty, this is more than jewelry – it's a journey.
• •Beauty with a conscience. At Made In Earth, every gemstone is a treasure, ethically sourced and handcrafted with intention. Wear a story of sustainability and connect with the Earth's natural artistry, responsibly.
• •No two souls are alike, and neither are our gems. Each handcrafted piece from Made In Earth is as individual as you are, chosen for its singular beauty and energy. Find the stone that doesn’t just adorn you, but speaks to you.
• •From deep within the Earth to the heart of your collection. Since 1999, Made In Earth has celebrated the raw beauty of natural gemstones, transforming them into unique, handcrafted treasures. Discover the passion and provenance in every piece.