Brand Tone

Passionate & Purpose-Driven, Artistic & Inspired, Conscious & Responsible, Empowering & Personal, Approachable & Customer-Focused

Brand Values

• •Sustainability & Environmental Responsibility
• •Ethical Production
• •Quality Craftsmanship & Unique Design
• •Customer Satisfaction
• •Meaning & Connection

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone words (e.g., "empowering," "conscious," "artistic," "approachable"), and things to avoid (e.g., overly technical jargon, hype, generic claims). Share this with anyone creating content.
• •Emphasize Storytelling: Connect with the audience by weaving narratives around the inspiration behind designs (the Redwood Curtain), the artisan process, the meaning of jewelry ("armor," "talisman"), and the brand's sustainability journey.
• •Highlight Values Consistently: Ensure that messages about sustainability, ethical practices (where applicable and detailed), quality craftsmanship, and customer empowerment are integrated naturally and regularly across all communications, not just in the "About Us" section.
• •Use "You-Focused" Language: While sharing the brand's story is important, frame benefits and descriptions around the customer. How does the jewelry make *them* feel? How does it connect to *their* life and values? (e.g., "your armor," "reminding you").
• •Maintain Authenticity and Transparency: Be genuine in your passion and commitment. If discussing sustainability, be specific about actions taken (like the 80% reduction in plastic bags). If challenges arise (like the "questionable quality" feedback), address them transparently if and when appropriate, reinforcing commitment to quality and customer satisfaction.

Social Perception

Positive Recognition for Handmade & Unique Products, Trusted for Customer Service, Valued for Sustainable Practices, Mixed Perceptions on Quality, Seen as a Provider of Meaningful Items

Copy Examples

• •Headline: Wear Your Story. Discover Our Armor. Body: More than just jewelry, each piece from The Good Collective is a handcrafted talisman, a whisper of strength and a reminder of your unique journey. Made with passion, designed by nature, and committed to a lighter footprint on our planet. Find the piece that speaks to you.
• •Headline: Crafted with Conscience. Designed to Empower. Body: From our Northern California studio to your hands, every necklace, ring, and earring is a testament to sustainable practices and the beauty of artisanal skill. Feel good about what you wear, knowing it’s made with respect for people and the planet. This is jewelry with purpose.
• •Headline: Your Daily Armor, Sustainably Made. Body: We believe in the power of beautiful design and the importance of protecting our world. That’s why The Good Collective offers unique, handmade jewelry that not only makes you feel incredible but also reflects our deep commitment to sustainability. Adorn yourself with meaning.
• •Headline: Inspired by Nature. Crafted for You. Treasured Forever. Body: Let the wild beauty of the Redwood Coast inspire your style. Our artisans meld timeless techniques with unexpected touches to create jewelry as individual as you are. Each piece holds a story, a memory, a spark of good. What will yours be?
• •Headline: The Good Collective: Jewelry That Makes a Difference. To You, and The Earth. Body: We’re on a mission to create stunning jewelry you’ll cherish, while significantly reducing our environmental impact. From sourcing to small-batch production, every choice is made with care. Choose jewelry that aligns with your values and elevates your spirit.