Brand Tone

Authentic & Passionate, Quality-Driven & Enduring, Personal & Approachable, Appreciative of Heritage & Nature, Confident & Proud

Brand Values

• •Craftsmanship
• •Durability & Longevity
• •Quality Materials
• •Heritage & Tradition
• •Customer Connection & Service
• •Authenticity & Local Artistry
• •Made in USA (Asheville, NC)

Best Practices

• •Emphasize Heritage and Story: Always weave in the brand's rich history, the inspiration from Shining Rock Wilderness, and the tradition of handcrafting. This adds depth and authenticity.
• •Focus on Quality and Durability: Use descriptive language that highlights the superior materials (e.g., "full-grain," "solid leather") and the "built-to-last" nature of the products. Avoid terms associated with fleeting trends.
• •Maintain a Personal and Passionate Voice: Write as if you're speaking directly to an appreciative friend who values true craftsmanship. Share the enthusiasm for the art form and the products.
• •Showcase the "Handmade in Asheville" Aspect: Reinforce the local, artisanal nature of the goods. This appeals to customers seeking unique, non-mass-produced items and supports the brand's community connection.
• •Be Confident and Value-Oriented (Not Just Price-Oriented): While acknowledging the investment, focus on the enduring value, the intergenerational legacy, and the "slow style" philosophy, rather than just the price tag. This positions the products as cherished heirlooms.

Social Perception

Highly Positive, Trusted & Respected, Artisanal & Unique, Investment-Worthy, Community-Oriented

Copy Examples

• •Headline: Built by Hand. Crafted for Life. Body: "At Shining Rock Goods, we don’t just make leather goods; we pour our passion into every stitch. Discover belts, bags, and wallets handcrafted in our Asheville studio from the finest full-grain leather, designed to accompany you on every adventure and last for generations. Feel the difference heritage makes." Call to Action: Explore Our Craft.
• •Headline: More Than an Accessory. It's a Legacy. Body: "Tired of fast fashion that fades? Our leather goods are an investment in timeless style and enduring quality. Inspired by the rugged beauty of the Shining Rock Wilderness, each piece is built to tell your story, year after year. Own something that means more." Call to Action: Find Your Forever Piece.
• •Headline: The Art of Leather. The Heart of Asheville. Body: "From custom-fitted belts shaped while you wait to unique vintage buckles, Shining Rock Goods brings authentic craftsmanship to downtown Asheville. We honor traditional techniques to create pieces as unique as you are. Visit our studio and experience the dedication." Call to Action: Visit Us on Wall Street.
• •Headline: Lasting Quality, Honest Materials. Body: "We believe in leather that gets better with age. That's why we only use solid, full-grain leather, handcrafted with integrity. No shortcuts, just timeless design and the promise of durability that you can pass down. This is slow style, made to endure." Call to Action: Shop a Collection That Lasts.
• •Headline: Carry a Story. Handmade at Shining Rock. Body: "Each cut, stitch, and finish is a testament to our dedication. Our bags are more than just functional; they are handcrafted works of art, designed in our Asheville studio to be both beautiful and resilient. Carry a piece of authentic American craftsmanship." Call to Action: Discover Handcrafted Bags.