Brand Tone

Authentic, mindful, elegant, calm, confident, and intentional, reflecting the founder's personal voice.

Brand Values

• •Sustainability and Ethical Sourcing
• •Slow, Intentional Production
• •Timeless Design and Longevity
• •Personal Connection and Bespoke Service

Best Practices

• •Lead with Values: Always anchor the copy in the brand's core values of sustainability, ethical sourcing, and craftsmanship. Whether it's a social media post or a product description, weaving in terms like "recycled gold," "ethically sourced," "made to order," or "slow process" reinforces the brand's identity.
• •Use an Elegant and Evocative Vocabulary: Choose words that reflect the quality and timelessness of the jewellery. Use terms like "timeless," "minimal," "intentional," "heirloom," and "crafted" instead of "trendy," "fashionable," or "cheap." This elevates the perceived value of the product.
• •Maintain a Personal and Authentic Voice: Write as if the founder, Steph, is speaking directly to the customer. Use "we" and "our studio" to create a sense of personal connection and transparency. Share behind-the-scenes content and stories about the creation process to humanize the brand.
• •Emphasize Longevity Over Trends: Frame the jewellery not as a seasonal accessory, but as a lifelong investment and a "future heirloom." This aligns with the value of mindful consumption and appeals to customers seeking quality and meaning over fleeting styles.
• •Let Customer Stories Reinforce the Message: Leverage the powerful testimonials the brand receives. Share customer quotes (with permission) in marketing materials to provide social proof that validates the brand's promises of quality, personal service, and meaningful products.

Social Perception

Trusted, high-quality, and meaningful, known for exceptional craftsmanship, a personal and seamless customer experience, and being an ethical, conscious choice for aspirational, cherished pieces.

Copy Examples

• •Your story, forged in gold. Our pieces are made to be worn, loved, and passed down through generations. Each one is handcrafted to order from 100% recycled metals in our Perth studio, created with intention, just for you. #MetalAndDust #HandmadeJewellery #FutureHeirloom #EthicalGold
• •Modern Forms, Timeless Intent. Discover our new collection of minimalist jewellery, designed to last a lifetime. Consciously crafted from recycled gold and silver.
• •At Metal and Dust, we believe in the beauty of simplicity and the power of a slow process. Unlike mass-produced jewellery, your piece is made to order, ensuring the highest quality and eliminating unnecessary waste. It’s not just an accessory; it’s a commitment to mindful ownership. Explore our designs and find the piece that speaks to you.
• •From our hands to yours. Slow fashion you can feel good about. Recycled gold, ethical stones, timeless design. The beauty is in the making. ✨ Every piece tells a story. What will yours be? #HandmadeProcess #JewelleryDesign #AustralianMade #SlowFashion #EthicalJewellery
• •Designed as a quiet statement of enduring style, the Essential Band is a celebration of minimalism. Crafted from solid, recycled 9k gold, its smooth, polished finish and satisfying weight make it a daily companion. Made to order with intention in our Perth studio, this piece is a foundational element of a conscious, lasting collection.