Brand Tone

Authentic, Earthy, and Passionate

Brand Values

• •Hand-Craftsmanship
• •Sustainability
• •Connection to Nature
• •Personal Connection

Best Practices

• •Always Write from Rosie's Perspective: Use "I" and "my" to maintain the personal, one-woman brand voice. Share your thoughts, inspirations, and gratitude to reinforce the authentic connection with the audience.
• •Use Sensory, Nature-Inspired Language: Go beyond just describing the product. Evoke the feeling of the coast. Use words like "salty," "ocean-worn," "sun-warmed," "tidal," and "windswept" to immerse the customer in the brand's world.
• •Emphasize the 'How' and 'Why': Every caption and description is an opportunity to reinforce your values. Mention "recycled silver," "hand-forged," "locally-found sea glass," and "responsibly sourced" to remind customers of the craftsmanship and sustainability behind each piece.
• •Tell Micro-Stories: Whether it's the story of a custom piece for a client or the specific beach where a piece of sea glass was found, storytelling creates emotional value and makes the jewellery more than just an object.
• •Engage with Questions that Reflect Your Values: Instead of generic questions, ask things like, "What's your favourite beach memory?" or "Does the ocean inspire you, too?" This encourages a community of like-minded people to gather around your brand.

Social Perception

The public and customers perceive Saltskin Jewellery as a genuine and high-quality artisan brand. They view the jewellery as special, handcrafted pieces of art, highlighting their uniqueness and the use of materials like locally-sourced sea glass and opals. The transparency of the founder, Rosie, builds high trust, as customers feel they are buying from a person, not a faceless company. The brand represents an aspirational but accessible coastal lifestyle that is calming and connected to nature.

Copy Examples

• •Forged from recycled silver and inspired by the treasures our coastline shares. This new Barnacle Ring feels like a piece of the sea you can hold onto. Each texture is hammered by hand, right here in my little Welsh studio. A reminder of salty air and ocean rhythms, made just for you.
• •Wear Your Ocean Story. Handcrafted & Sustainable Silver Jewellery from the Welsh Coast.
• •This piece of sea glass was hand-collected from the shores of the Gower Peninsula, tumbled smooth by decades of tides. I've set it in recycled sterling silver, keeping the design simple to let its natural, ocean-worn beauty shine. No two pieces are ever the same. Carry a little piece of the sea with you.
• •Fresh from the studio... a new wave of ocean jewellery.
• •Tired of generic, mass-produced accessories? At Saltskin Jewellery, every piece is designed and handcrafted by me, Rosie, in my small South Wales workshop. Inspired by the sea and made with sustainable materials, it's jewellery with a soul. Discover a piece that tells your story.