Brand Tone

Authentic and Respectful, Knowledgeable and Passionate, Personal and Warm

Brand Values

• •Authenticity
• •Tradition & Heritage
• •Family & Community
• •Quality Craftsmanship
• •Trust and Integrity

Best Practices

• •Prioritize Storytelling over Selling: Lead with the story of the piece, the artist, or the cultural tradition. The sale will follow from the connection you build.
• •Use the Language of Authenticity: Consistently use keywords like "handcrafted," "authentic," "one-of-a-kind," "artist-made," and "direct from the artist" to reinforce your core value.
• •Maintain a Respectful, Educational Tone: Always write about the art and culture with reverence. Frame your copy as an opportunity to educate the customer on the symbolism, materials, and skill involved.
• •Emphasize the Family/Personal Connection: Weave the "family-owned" and "four-generation" narrative into your copy where appropriate. Mentioning your long-standing relationships with artists adds a powerful layer of trust and warmth.
• •Let Customer Testimonials Speak for You: Leverage the powerful positive feedback you receive. Use quotes from reviews (with permission) in your marketing to build social proof and reinforce your reputation for quality and service.

Social Perception

Exceptionally positive. Viewed as a premier destination for genuine, high-quality Native American jewelry and art. Customers trust the authenticity and direct artist relationships. Staff are praised for being friendly, knowledgeable, and helpful. Perceived as a reputable gallery and cultural custodian, not just a retail store.

Copy Examples

• •Art you can wear. This stunning silver overlay pendant was handcrafted by a Hopi artisan, carrying on a tradition of intricate design and deep symbolism. Each line tells a story of heritage and prayer. At The Humiovi, we are honored to connect you with one-of-a-kind works from our long-time artist partners.
• •Visiting Sedona? Don't leave with just a souvenir; take home a story. For over 30 years, our family has been the trusted source for authentic, handcrafted Native American jewelry. Each piece in our collection is a unique treasure, sourced directly from Hopi and Navajo artists. Visit The Humiovi in Uptown Sedona and experience the difference of true craftsmanship.
• •More than just an artist, a friend. For two decades, we've had the privilege of knowing Darren Seweyestewa and showcasing his incredible talent. His journey from learning with copper to becoming a master silversmith is a story of passion and dedication. We invite you to explore his latest collection, a testament to the living tradition of Hopi art.
• •Handcrafted by [Artist's Name], Navajo. This piece features magnificent Morenci Turquoise, known for its beautiful matrix. The artist's family has been working with silver for generations, and this design reflects [mention a specific symbol or style]. A genuine, one-of-a-kind treasure from the heart of the reservation.
• •A Note from Our Family to Yours. We're excited to share a newly arrived collection of Zuni fetish carvings and Navajo turquoise rings, just in time for the season. As always, each piece was hand-selected during our recent visit with the artists. Thank you for continuing to support authentic, handcrafted artistry. We hope to see you again soon.