Brand Tone

Artisanal, Passionate, and Nature-Inspired

Brand Values

• •Connection to Nature
• •Handcrafted Quality
• •Personalization and Sentiment
• •Made in the USA

Best Practices

• •Lead with the 'Why': Always start with the inspiration behind the collections—the love for nature, mountains, and outdoor activities. This emotional connection is stronger than simply listing product features.
• •Use Storytelling in Descriptions: For each piece, briefly tell its story. Is it inspired by Idaho's Dark Sky Preserve, a favorite hiking trail, or the bond with a pet? This enriches the product and justifies its handcrafted value.
• •Emphasize "Handcrafted in Idaho": Consistently include this phrase in the website footer, product descriptions, and social media bios. It is a powerful differentiator that communicates authenticity and quality.
• •Maintain a Personal and Passionate Voice: Write copy as if the founder is speaking directly to the customer. Use "I" and "my" when telling the brand story to maintain the authentic, small-business feel.
• •Focus on the Wearer's Identity: Frame the jewelry as an expression of the customer's lifestyle and values. Use language like "For the adventurer," "For the nature lover," or "A tribute to your companion" to help customers see themselves in the brand.

Social Perception

Overwhelmingly positive, characterized by high-quality craftsmanship, unique designs, excellent customer service, and gift-worthiness.

Copy Examples

• •Wear Your Adventure. Handcrafted jewelry inspired by the mountains, made for the wild at heart.
• •Hold the majesty of the mountains and the warmth of the sun close to your heart. Each two-sided pendant is handcrafted one at a time in our Idaho studio, cast in sterling silver with unique bronze accents. A timeless piece for every explorer.
• •New from the studio: Jewelry that tells your story.
• •From a small studio in the heart of the Idaho mountains, Summit Jewelry Designs was born. We combine a passion for nature with time-honored craftsmanship to create pieces that aren't just worn, but cherished.
• •Your favorite trail, your best friend, your highest peak. Our handcrafted bronze and silver jewelry captures the moments that matter. Made for a life of adventure. #HandmadeJewelry #NatureInspired #MountainLife