Brand Tone

Educational & Informative, Passionate & Purpose-Driven, Ancestral & Reverent, Empowering & Activist, Artisanal & Authentic

Brand Values

• •Cultural Heritage & Reclamation
• •Education & Storytelling
• •Truth & Authenticity
• •Empowerment & Activism
• •Craftsmanship & Legacy
• •Anti-Colonialism/Decolonization
• •Healing & Connection

Best Practices

• •Always Lead with Education and Story: Frame every piece of copy, whether a product description or a social media post, around the historical, cultural, or symbolic narrative. The "what it is" should always be accompanied by the "what it means" or "where it comes from."
• •Use Purposeful and Evocative Language: Employ words that convey depth, reverence, empowerment, and authenticity. Terms like "ancestral," "legacy," "reclamation," "sacred," "truth," "imbued," and "handcrafted" align with the brand's core.
• •Maintain a Voice of Authority and Passion: Write with confidence about the historical and cultural subjects. The passion for the mission should be palpable in the words chosen. This stems from being both an artisan and an educator.
• •Incorporate "We" and "Our" to Foster Community: While the brand is eponymous, using collective pronouns when discussing cultural heritage can create a sense of shared identity and purpose with the audience.
• •Develop a Tone of Voice Guide: Document the brand's core message, key terminology, do's and don'ts for language, and examples of on-brand copy. This ensures consistency across all platforms and for anyone writing for the brand. Ensure this guide emphasizes the brand's mission to decolonize and counter revisionist history through its pieces.

Social Perception

A Visionary Artist & Educator, Culturally Significant, High Quality & Meaningful, Empowering & Inspiring, Authentic & Trustworthy, Celebrated & Respected

Copy Examples

• •Introducing the 'Echoes of Kush' collection. Each piece is a whisper from the ancient kingdom, handcrafted using the lost-wax traditions of our ancestors. Adorn yourself with symbols of power and resilience that have traversed millennia. This isn't just jewelry; it's a conversation with history. Wear your story. #SewitSium #AncientWisdom #AfricanHistory #HandcraftedJewelry #CulturalHeritage
• •The Sankofa Bird Adinkra Pendant: A potent reminder to reach back and gather the wisdom of the past to build a stronger future. Meticulously crafted in 18k gold vermeil, this amulet is more than adornment—it is a wearable piece of ancestral knowledge, a tool for reflection and empowerment. Carry the legacy. #Sankofa #AfricanSymbols #MeaningfulJewelry #SewitSium #WearableHistory
• •Did you know the motifs on our 'Nile Bloom' earrings are inspired by carvings found within the temples of Kemet? These symbols represented rebirth and creation. At Sewit Sium, we believe jewelry is a powerful primary document, a way to carry and share the profound narratives of our people. Learn more about the living history imbued in our designs. #SewitSium #JewelryAsEducation #Kemet #AfricanIconography #DecolonizeAdornment
• •From a young age, I understood jewelry as a keeper of stories, a tangible link to my Eritrean heritage and the vastness of African history. Sewit Sium was born from a desire to create pieces that anchor us, that speak truth, and that allow us to reclaim our powerful narratives in a world that often tries to silence them. Each design is an act of remembrance and revolution. #SewitSium #OurStories #CulturalReclamation #ArtisanJewelry
• •Beyond Beauty. Beyond Trends. Sewit Sium jewelry is a testament to the enduring power of our history. Handcrafted pieces imbued with ancient symbols and stories of resilience, designed to educate, empower, and connect you to a legacy that outlasts us all. This is adornment as activism. Discover jewelry with meaning. #SewitSium #Legacy #Empowerment #Culture #Handmade