Brand Tone

Artistic, Reflective, and Sophisticated.

Brand Values

• •Celebration of Imperfection
• •Sustainability and Ethical Responsibility
• •Artisanal Craftsmanship
• •Personal Expression and Individuality
• •Timelessness over Trends

Best Practices

• •Lead with Philosophy, Not Just Product: Always connect the jewelry back to the core brand values. Start with the "why" (Wabi-Sabi, sustainability, art) before describing the "what" (ring, necklace, etc.).
• •Use Reflective and Sensory Language: Employ words that evoke feeling, thought, and touch. Use terms like "sculptural," "organic," "timeless," "story," and "journey" to maintain the sophisticated and artistic tone.
• •Emphasize the Founder's Story: Weave Cindy's personal narrative and artistic background into the copy where appropriate (e.g., 'About Us' page, special collection announcements). This builds authenticity and reinforces the "human touch."
• •Highlight Sustainable and Ethical Choices Clearly: Be specific about what makes the brand sustainable (e.g., "crafted from recycled metals," "partnered with Sustainable Fashion Week"). This provides tangible proof of your brand values.
• •Maintain a Calm and Confident Voice: The tone is not loud, flashy, or driven by urgency. The copy should be assured, elegant, and understated, reflecting the confidence in the design's inherent beauty and the brand's philosophical depth.

Social Perception

An art-forward and ethically conscious brand, perceived as a premium, non-mass-market label that offers unique, story-driven pieces of significant value beyond the physical object itself. It attracts individuals who appreciate craftsmanship and sustainability.

Copy Examples

• •Perfection is an illusion. Beauty is found in the unique story each detail tells. Our new Wabi-Sabi Ring, crafted from recycled 14kt gold and a hand-selected natural gemstone, celebrates the grace of the imperfect. A wearable reminder that your journey is the masterpiece. #RareMatters #WabiSabiJewelry #WearableArt
• •At Rare Matters, we see jewelry as an extension of you. Inspired by the Japanese philosophy of Wabi-Sabi, our pieces are thoughtfully designed in our NYC studio to find beauty in imperfection. Crafted with sustainable materials for a timeless feel. Discover jewelry with a soul.
• •Inspired by the serene asymmetry of nature, the Organic Double Drop Necklace features two unique, free-form gemstones suspended from a delicate 14kt gold-plated chain. Each stone is chosen for its individual character, ensuring no two necklaces are exactly alike. This piece is a quiet statement on the beauty of imperfection and the elegance of organic forms. Let it rest gently against your collarbone as a personal talisman of your own unique path.
• •Inspired by Imperfection: Introducing Our Newest Arrivals
• •Jewelry for the journey. Discover our Wabi-Sabi collection, where timeless design and sustainable practices meet the art of imperfection.