Brand Tone

Respectful, Educational, and Passionate.

Brand Values

• •Authenticity
• •Preservation of Tradition
• •Artistic Appreciation
• •Integrity

Best Practices

• •Always Lead with the Artist: In all communications, from social media captions to product descriptions, the artist's name and pueblo should be featured prominently. The story is about them first.
• •Use a Vocabulary of Reverence: Incorporate words like "honor," "legacy," "tradition," "masterpiece," and "heritage" to maintain a respectful and appreciative tone. Avoid purely transactional or hype-based language.
• •Educate, Don't Just Sell: Frame posts and descriptions as opportunities to teach the audience something new, whether it's about a specific design's meaning, a particular firing technique, or an artist's family history.
• •Maintain Visual Consistency: Continue using high-quality, professional photography that presents the pottery as fine art. Simple, clean backgrounds allow the craftsmanship of the pieces to stand out.
• •Embrace the Family Story: Periodically remind your audience of the brand's origins as a family-owned business built on a multi-generational passion. This reinforces trust, authenticity, and the personal commitment behind the gallery.

Social Perception

The public and customers perceive Pottery of the Southwest as a trusted and premier source for authentic Native American pottery. They are seen as experts who are deeply knowledgeable and respectful of the art and its creators. The narrative of a family passion project evolving into a renowned gallery adds to its appeal, making it feel more personal and less transactional than a typical retail business. Customers feel confident that they are purchasing high-quality, authentic pieces and value the educational aspect of the experience.

Copy Examples

• •A legacy etched in clay. This incredible seed pot, hand-coiled and painted by [Artist Name] of Acoma Pueblo, tells a story centuries in the making. Each line is a testament to the skill passed down through generations. We are honored to share this piece of living history. #AcomaPottery #NativeAmericanArt #Handmade #PotteryOfTheSouthwest #ArtisanMade
• •Maria Martinez & Popovi Da, San Ildefonso Pueblo Black-on-Black Jar. A masterpiece of form and fire. This exceptional jar represents the collaboration of two legendary figures in Pueblo pottery, Maria Martinez and her son Popovi Da. The deep, stone-polished black finish, a hallmark of their innovative technique, serves as a canvas for the subtle, matte black feather design. Owning a piece by Maria and Popovi is owning a pivotal piece of art history. Includes a Certificate of Authenticity.
• •New Arrivals: The Spirit of Santa Clara Pueblo
• •From our family to yours, we want to thank the amazing artists we have the privilege of working with. It's more than just pottery; it's a bond of trust and a shared passion for preserving this incredible art form. This week, we traveled to meet with artists from Jemez Pueblo and were once again humbled by their talent and spirit. See the stunning new pieces from our visit on the website now. [Link]
• •It started with a passion for collecting and grew into a mission. At Pottery of the Southwest, we believe every pot has a soul, shaped by the hands and heritage of its creator. We travel to the pueblos and reservations ourselves, building relationships with the artists and hand-selecting each piece to ensure its authenticity and honor its story.