Brand Tone

Approachable, Authentic, and Personal.

Brand Values

• •Handmade Craftsmanship
• •Welsh Heritage
• •Personalization & Self-Expression
• •Quality & Durability
• •Accessibility

Best Practices

• •Always Mention "Handmade": This is the brand's strongest differentiator. Every piece of copy, from product descriptions to social posts, should reinforce the handmade nature of the jewelry.
• •Lead with the Personal Touch: Use "we," "our," and refer to "Nerys" or the "Welsh workshop/studio." This maintains the authentic, small-business feel that builds trust.
• •Emphasize Personalization: Frame the jewelry not just as a product, but as a medium for self-expression. Use words like "your story," "customise," "personalise," and "unique to you."
• •Weave in the Welsh Heritage: Casually reference the "South Wales workshop," the "Afan Valley," or the "Welsh coastline." This adds a layer of romance and provenance to the brand story without being overbearing.
• •Keep it Simple and Heartfelt: The tone is approachable, not high-fashion or overly technical. The language should be clear, warm, and genuine, reflecting the care that goes into making each piece.

Social Perception

The perception of Nerys Griffiths Jewellery is that of a trusted artisan creator rather than a large, impersonal company. Customers likely see the brand as authentic and reliable. The direct connection to the maker, Nerys, fosters a sense of trust and transparency. The emphasis on handmade quality and Welsh origins resonates with consumers seeking unique, meaningful products with a clear provenance, a growing trend in the jewelry market. The customizable nature of the products allows customers to feel involved in the creative process, enhancing their personal connection to the jewelry.

Copy Examples

• •Build a story on your hands. ✨ Each of our sterling silver stacking rings is handmade to order in our Welsh workshop. Choose the charms that speak to you and create a stack that’s all your own. #NerysGriffithsJewellery #HandmadeInWales #StackingRings #PersonalisedJewellery
• •Headline: Your Story, Your Style. Body: From our little workshop in the Afan Valley to you. Discover our collection of handmade sterling silver charm bracelets, each one waiting to be personalised. Which charms will you choose to tell your story? Shop the collection now.
• •Lovingly handcrafted in solid sterling silver, this bracelet is the perfect foundation for your personal collection. Each link is meticulously shaped in our South Wales studio, ensuring a piece that’s as durable as it is beautiful. Add your favourite charms to celebrate a milestone, a memory, or simply your unique style. A timeless piece, made by hand, just for you.
• •A little something from Wales... 💌
• •Handmade in the Heart of Wales. Beautifully personal sterling silver jewellery, crafted by hand and designed by you.