Brand Tone

Conscious & Ethical, Artistic & Unique, Transparent, Inspiring & Purposeful, Elegant & Modern

Brand Values

• •Sustainability
• •Ethical Production
• •Circularity
• •Transparency
• •Uniqueness & Craftsmanship
• •Environmental Responsibility

Best Practices

• •Always Lead with Purpose: Start by reinforcing the "why" behind CLED – sustainability, ethical production, and the beauty of upcycling. This core message should subtly underpin all communications.
• •Emphasize Uniqueness and Craftsmanship: Highlight that each "Eco Gem™" is handmade and distinct. Use words that evoke artistry, care, and the special nature of one-of-a-kind items.
• •Be Transparent and Educational (Subtly): Briefly explain the upcycling process or the origin of the materials when relevant. This reinforces trust and the brand's commitment to conscious practices without being overly technical.
• •Use Evocative and Positive Language: Words like "treasure," "reborn," "divine," "radiant," and "conscious" can convey the transformative and positive aspects of the brand. Avoid overly preachy or negative tones when discussing environmental aspects; focus on the positive impact and beauty.
• •Maintain a Visual-Linguistic Harmony: Ensure the copy complements the clean, modern, and artistic aesthetic of the jewelry and brand visuals. The language should feel as thoughtfully crafted as the pieces themselves.

Social Perception

Innovative & Eco-Conscious Leader, High Quality & Artistic, Authentic & Mission-Driven, Stylish & Desirable

Copy Examples

• •Headline: From Discarded to Divine: Discover the Story in Every CLED Eco Gem™. Body: We see beauty where others see waste. Each CLED piece is handcrafted in LA from upcycled glass, giving new life to forgotten bottles and transforming them into unique, wearable art. Wear a story of sustainability. #CLEDjewelry #UpcycledBeauty #ConsciousLuxury
• •Headline: Your Style. Our Planet. Handcrafted with Purpose. Body: CLED (Conscious Lifestyle Earth Friendly & Ethical Design) isn't just our name, it's our promise. Our LA artisans meticulously transform reclaimed glass into stunning Eco Gems™, proving that ethical choices and exquisite design go hand-in-hand. Shine sustainably. #EcoChic #MadeInLA #SustainableJewelry
• •Headline: The Art of Upcycling: No Two CLED Gems Are Alike. Body: Embrace true individuality. Our innovative process ensures every Eco Gem™ possesses its own unique character, color, and story, born from carefully selected and artfully repurposed glass. Find your one-of-a-kind treasure. #UniqueJewelry #HandmadeLosAngeles #CLEDstories
• •Headline: Wear Your Values: Jewelry That Speaks Volumes. Body: At CLED, we believe in transparency and treading lightly on the earth. Our commitment to upcycled materials and ethical LA production means you can adorn yourself with pieces that reflect your conscious lifestyle. Make a statement, beautifully. #EthicalFashion #SustainableStyle #GlassReimagined
• •Headline: Introducing the [New Collection Name]: Where Nature's Fleeting Beauty Meets Lasting Design. Body: Inspired by [specific inspiration, e.g., the California coast, the way light filters through old glass], our latest collection features our signature upcycled Eco Gems™. Each piece is a testament to the enduring allure of repurposed materials, handcrafted with love in Los Angeles. Discover the new definition of precious. #CLEDNewCollection #UpcycledElegance #ConsciousDesign