Brand Tone

personal, authentic, inspirational, approachable, genuine, encouraging, focused on self-expression and confidence

Brand Values

• •Craftsmanship and Quality
• •Authenticity and Self-Expression
• •Effortless Style
• •Ethical and Sustainable Practices

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core values of authenticity, self-expression, and craftsmanship. Don't just sell a necklace; sell a "piece of your story" or a "symbol of your strength.
• •Maintain a Personal, Founder-Led Voice: Use "I" and "we" to maintain the intimate, artisan feel. Reference the founder's passion and the handmade process to reinforce the brand's origin story and authenticity.
• •Use Evocative and Inspirational Language: Employ descriptive words that evoke feelings of confidence, beauty, and free-spiritedness. Words like "radiant," "spirit," "illuminate," and "journey" align well with the current tone.
• •Highlight the Handcrafted Element: Consistently use terms like "handmade," "artisan," "studio-made," and "thoughtfully designed" to differentiate from mass-market competitors and justify the quality and price point.
• •Focus on "Effortless" Versatility: Emphasize how the jewelry can be worn every day and styled in multiple ways. This appeals to the practical side of the consumer while still celebrating the aesthetic value, reinforcing the idea of "everyday statement" pieces.

Social Perception

positive, niche, unique, handcrafted, distinctive, high-quality, non-mass-produced, founder-led, boutique, artisan, stylish, meaningful

Copy Examples

• •Capture the light of your own golden hour. Our handmade Golden Hour Necklace isn't just an accessory; it's a reminder of your inner radiance. Made with love, designed to be part of your story. Shine on. #MCHARMS #HandmadeJewelry #EverydayMagic
• •Inspired by the vibrant hues of a sunset, this wrap necklace is a celebration of natural beauty and effortless style. Each bead is hand-selected and woven with intention, creating a versatile piece you can wear as a lariat, a choker, or a bracelet. Let it be a symbol of the beautiful moments that make up your life.
• •More Than Jewelry: Pieces That Tell Your Story. Hi [Name], We believe jewelry should be as unique as the person who wears it. At MCHARMS, every piece is handcrafted by our founder, Molly, with a story and a soul. Discover our new collection and find the charm that speaks to you. Effortless, authentic, and made to last a lifetime.
• •Stack your story. Our collection of handmade rings is designed for mixing, matching, and expressing every facet of you. From minimalist bands to bohemian gems, each ring is crafted to be an everyday statement of your unique spirit. Find your perfect stack today and enjoy 15% off your first order.
• •MCHARMS was born from a simple idea: that jewelry should feel personal. Founder Molly Shaughnessy pours her passion for design and craftsmanship into every piece created in our Miami studio. This isn't just a brand; it's a community built on the belief that everyone deserves to wear something that makes them feel beautiful, confident, and authentically themselves.