Brand Tone

Authentic, passionate, approachable, personal, heartfelt, friendly, trustworthy, playful, and modern.

Brand Values

• •Passion
• •Family & Heritage
• •Authenticity & Timelessness
• •Connection & Gratitude
• •Resilience & Dreams

Best Practices

• •Always Tell a Story: Frame products not just as items, but as "treasures" with a history and a future. Use the brand's origin and the heritage of the jewelry to add depth and emotional connection.
• •Lead with Passion and Authenticity: Use "I" and "we" to maintain the personal voice of the founder. Share the passion behind the curation and the gratitude for customers and artists. Phrases like "Your girl, Joni" reinforce this.
• •Embrace the Western Lexicon: Consistently use words like "heritage," "timeless," "cowgirl," "handcrafted," and "authentic." This reinforces the brand's niche and speaks directly to the target audience.
• •Highlight the 'Why' Behind the Brand: Remind the audience of the brand's roots—a family-run business born from a dream, resilience, and a love for Western culture. This builds brand loyalty beyond the products themselves.
• •Engage with Community-Specific Language: Use the hashtags and language that the community uses, such as #TurquoiseJunkie, #OOTD, and #CowgirlAesthetic. This shows the brand is an active and authentic participant in that culture, not just an outsider selling to it.

Social Perception

Perceived as a go-to source for authentic, high-quality Western and turquoise jewelry, an integral part of Western fashion and lifestyle, fostering a strong sense of community and trust due to the personal connection with the owner, Joni, and an appreciation for the handmade and unique nature of the jewelry.

Copy Examples

• •Timeless as a Texas sunset. ✨ Our 'Maggie' necklace isn't just a piece of jewelry; it's a piece of heritage. Handmade with genuine Navajo pearls, it's a story you can wear. Find the treasure you'll pass down for generations. #ShadyLadyAndCo #WesternHeritage #NavajoPearls #TurquoiseJunkie
• •More than a ring, it's a statement. Born from the earth and handcrafted with soul, this genuine turquoise piece carries the timeless spirit of the West. Each vein in the stone tells a story of resilience and beauty. From the artist's hands to yours, this isn't just an accessory; it's a part of your story. Wear it boldly.
• •From our home in Texas... to your jewelry box. ✨ This is what it's all about. #SmallBusiness #HandmadeJewelry #CowgirlStyle #Turquoise
• •Headline: Real Turquoise for the Modern Cowgirl. Body: Tired of mass-produced jewelry? At ShadyLady&Co., we're passionate about connecting you with authentic, handmade turquoise treasures that tell a story. Founded from a love for Western tradition, each piece is curated to last a lifetime. Shop the collection and find your forever piece. ✨
• •Subject Line: A little turquoise for your Tuesday? New arrivals inside... Email Body Snippet: Hey, treasure hunter! We know you have a passion for pieces with soul. That's why we're so excited to share our latest collection of hand-selected turquoise cuffs and rings, fresh from the artists we're so grateful to work with. Take a peek before they're gone!