Brand Tone

Compassionate, Empathetic, Hopeful, Inspiring, Authentic, Transparent, Joyful, Positive, Educational, Empowering

Brand Values

• •Radical Generosity
• •Ethical Practices & Fair Labor
• •Social Impact
• •Quality & Craftsmanship
• •People-Centric
• •Faith-Driven (Subtle)

Best Practices

• •Lead with Compassion: Always frame messaging around the positive impact on people's lives. Use empathetic language that connects the customer to the cause.
• •Be Transparently Generous: Consistently reiterate the "100% of profits" model. Show, don't just tell, where the money goes and the difference it makes (e.g., stories, impact reports).
• •Maintain a Hopeful & Positive Voice: While addressing serious issues, focus on the hope and positive change that is possible through collective action. Avoid overly somber or guilt-inducing language.
• •Emphasize Quality and Craftsmanship Alongside Mission: Ensure that the product's intrinsic value (beauty, quality, materials) is highlighted, demonstrating that ethical choices don't mean compromising on style or durability.
• •Empower the Customer: Frame purchasing as an act of empowerment and partnership. Use inclusive language ("we," "together") to show that customers are part of the solution and the Sela Designs community.

Social Perception

Trusted & Mission-Driven, High-Quality & Stylish, Making a Difference, Personal & Relatable

Copy Examples

• •Headline: Wear Hope. Give Hope. Body: Each Sela Designs piece is handcrafted with love and a promise: 100% of our profit empowers women, cares for orphans, and fights human trafficking. Discover jewelry that tells a story of change. Call to Action: Shop the Impact Collection
• •Headline: More Than Just Jewelry. It's a Movement. Body: You believe in a better world. So do we. That's why your Sela Designs purchase directly funds ethical job creation and supports communities in need. Beautiful designs, powerful impact. Call to Action: Learn Our Story
• •Headline: Shine Bright, Do Good. Body: Our ethically sourced, handmade jewelry is designed to make you feel beautiful inside and out. And with every piece sold, 100% of the profit goes to those who need it most. That’s beauty with purpose. Call to Action: Explore New Arrivals
• •Headline: The Gift That Gives Back, Beautifully. Body: Looking for a meaningful gift? Sela Designs offers unique, handcrafted jewelry that makes a statement and a difference. Every purchase supports our mission of radical generosity. Call to Action: Find the Perfect Gift
• •Headline: Your Style. Their Future. Body: At Sela Designs, we create stunning, high-quality jewelry so you can express your style while changing lives. 100% of profits fight poverty and injustice. Join us in making an impact, one beautiful piece at a time. Call to Action: See the Collection