Brand Tone

Artisanal, Sophisticated, and Personal

Brand Values

• •Master Craftsmanship
• •Uniqueness and Personalization
• •Legacy and Timelessness
• •Artistic Integrity

Best Practices

• •Always anchor the brand story to William Adams. Use his name and title ("Artist", "Polysmith") to reinforce that every piece comes from a singular, expert vision.
• •While the jewelry is high-end, the value is framed by its permanence. Use words like "heirloom", "generations", "timeless", and "legacy" more than "luxury" or "fashion."
• •Use terms like "Polysmith", "lapidary", and "hand-forged" and briefly explain them. This empowers the customer, justifies the price point, and deepens their appreciation for the craft.
• •Every piece of copy, from a product description to an "About" page, should tell a story. Whether it's the story of the stone, the artist's inspiration, or the future owner's life, storytelling is the brand's most powerful tool.
• •Use phrases like "one-of-a-kind", "small-batch", "limited collection", and "work one-on-one". This reinforces the scarcity and special nature of the jewelry, making the client feel they are acquiring something truly unique.

Social Perception

Exclusive and Niche; High-Trust and Expert-Led; Positively Reviewed in its Niche

Copy Examples

• •Where Artistry is an Heirloom. Meticulously handcrafted by artist William Adams, each RELIC is a personal legacy cast in gold and stone.
• •From rough stone to radiant story. As a Polysmith, I see the soul of a gem before the first cut. It’s a dialogue between artist and earth, ending in a piece that’s yours alone. #RelicFineJewelry #ArtOfJewelry #HeirloomQuality #WilliamAdams
• •Your Story, Our Craft. A RELIC is more than an adornment; it's a collaboration. Work directly with William Adams to translate your vision into a timeless piece that captures a moment, a memory, or a milestone. Let's create your future heirloom together.
• •The 'Abyss' Ring. Carved from a single piece of obsidian and crowned with a deep blue, in-house faceted sapphire. This ring was inspired by the quiet power of the deep sea. A testament to nature's abstract design, handcrafted to be a wearable work of art for generations.
• •The Solstice Collection: Seven New Heirlooms. This season, we unveil a limited collection inspired by the shifting light. Seven one-of-a-kind pieces, each designed, cut, and crafted by hand in our studio. Explore the collection before it's gone—these designs will not be made again.