Brand Tone

Personal & Story-Driven, Empowering & Inspirational, Authentic & Heartfelt, Feminine & Trendy, Approachable & Community-Focused

Brand Values

• •Storytelling
• •Empowerment
• •Handcrafted Quality
• •Sustainable Change/Ethical Practices
• •Authenticity & Connection

Best Practices

• •Always Lead with Story: Whether it's the brand's origin, a customer's experience (shared with permission), or the inspiration behind a piece, weave a narrative. Frame product descriptions around the *meaning* or *feeling* they evoke, not just features.
• •Use "You" and "Your" Generously: Focus the copy on the customer, their experiences, their stories, and how the jewelry plays a role in their life. Make it feel personal and directly addressed to them.
• •Maintain an Empowering and Positive Voice: Use uplifting language. Focus on celebration, milestones, self-expression, and the positive impact of their purchases (e.g., supporting artisans). Avoid overly technical jargon; keep it warm and accessible.
• •Incorporate Keywords of Brand Values: Naturally sprinkle in terms like "handcrafted," "story," "milestone," "empower," "meaningful," "heirloom," and "sustainable" where appropriate to reinforce what the brand stands for.
• •Develop a Brand Voice Guide: Create a simple internal document outlining the core tone (e.g., "Warm, Authentic, Inspirational"), key messages, "do's and don'ts" for language (e.g., Do: use encouraging words. Don't: be overly formal), and examples of on-brand copy. This ensures consistency across all writers and platforms.

Social Perception

Positive Mainline Perception, Mixed Perception for Collaboration/Subscription Box Items, Aspirational yet Attainable, Engaged Community

Copy Examples

• •Instagram Post (Showcasing a new charm): "Meet the ‘Milestone’ charm ✨. We designed this little piece to celebrate *your* big moments—the graduations, the new beginnings, the quiet victories. Each one is handcrafted with love, ready to be added to your story. What chapter will it mark for you? #OurSpareChange #WearYourStory #HandcraftedHeirlooms"
• •Email Subject Line (for a sale): "Your Story, Beautifully Told (and 20% off!)" Email Body Snippet: "At Our Spare Change, we believe every piece of jewelry should mean something. It's more than just an accessory; it's a chapter, a memory, a whisper of who you are. This week, let us help you tell your story with 20% off our entire collection of handcrafted, story-rich pieces. Find the necklace that speaks your heart, or the charm that holds your dreams."
• •TikTok Video Concept (Voiceover by a founder): "It all started with a road trip and a handful of coins... [shows old photos/coins] We wanted jewelry that felt like *us*, that told our stories. Now, we get to help you tell yours. [Shows hands stamping a custom piece, then a customer happily wearing it]. Every piece, made by hand, for your unique journey. #SisterFounded #StoryJewelry #EmpoweringArtisans"
• •Website Homepage Banner: "More Than Jewelry. It's Your Story, Crafted by Hand. Create a piece as unique as you are."
• •Facebook Ad (Targeting gift-givers): "Searching for a gift that truly speaks from the heart? Give the gift of story with Our Spare Change. Our handcrafted, customizable necklaces and bracelets are more than just beautiful – they’re personal heirlooms in the making, designed to celebrate her unique journey. #MeaningfulGifts #ShopSmall #HerStory"