Brand Tone

Authentic, passionate, personal, down-to-earth, inspiring, transparent, community-oriented, and educational.

Brand Values

• •Craftsmanship and Artistry
• •Authenticity and Personal Story
• •Community and Connection
• •Growth and Perseverance
• •Local Identity

Best Practices

• •Always connect the product back to the personal journey of the founder, weaving in the narrative of passion and perseverance to reinforce the brand's core identity.
• •Use a first-person perspective ("I" and "My") in communications to maintain the feeling of a direct connection between the creator and the customer.
• •Heavily utilize behind-the-scenes content like videos and photos of the jewelry-making process, the studio, and the artist at work to visually demonstrate the handmade aspect.
• •Consistently reference the brand's roots in New Mexico, using language and imagery that evoke the landscape, culture, and artistry of Santa Fe.
• •Actively engage with the audience by asking questions, sharing customer stories (with permission), and being transparent about the journey of a small business to foster community dialogue.

Social Perception

Skylidesign is perceived positively as a genuine small business and a valuable local artisan in Santa Fe. It's recommended for unique, affordable custom jewelry and seen as a trustworthy, authentic brand run by a passionate individual, fostering connection and loyalty.

Copy Examples

• •From a workbench in the back of an ice cream shop to my own Santa Fe studio, every piece of jewelry tells a story. This one-of-a-kind turquoise ring is infused with the spirit of our city and the passion of a dream brought to life. Let's create a piece of your story together. #SkyliDesign #HandmadeJewelry #SantaFeStyle
• •More Than Jewelry. It's Your Story, Handcrafted in Sterling Silver. At Skylidesign, we don't just make jewelry. We forge connections, celebrate milestones, and bring your vision to life with timeless, handcrafted pieces from the heart of Santa Fe.
• •They said being an artist was tough. They were right. But turning your dreams into reality? Worth it. Every single time. ✨ #SmallBusinessJourney #JewelryDesigner #ArtistLife #SkyliDesign
• •The 'Sleeping Beauty' Vision Pendant isn't just an accessory; it's a symbol of tranquility and artisanal craftsmanship. Handcrafted in 14k yellow gold and featuring a serene turquoise center, it’s a reminder of your own unique beauty. Wear a piece of art that sees you. #ArtisanMade #TurquoiseJewelry
• •A Story in Every Stone ✨ Plus, Summer Workshop Dates! Six years ago, Skylidesign was just a dream. Today, because of you, it's a vibrant reality. To say thank you, I want to invite you into my world. See the latest custom pieces fresh from the workbench and be the first to know about our new hands-on jewelry workshops starting this summer!