Brand Tone

personal, artisanal, and sincere

Brand Values

• •Craftsmanship and Quality
• •Ethical and Sustainable Production
• •Personalization and Sentimental Value
• •New Zealand Identity

Best Practices

• •Emphasize the "Handmade" Story: Always use active, descriptive language to highlight the crafting process. Phrases like "hand-forged," "shaped by hand," and "polished with care" reinforce the brand's primary value proposition.
• •Use a Personal and Sincere Voice: Write as if you are speaking directly to a friend. Use "we" and "you" to create a personal connection and share your passion for the craft.
• •Connect to Place: Continue to ground the brand in its New Zealand identity. Mentioning "Hawke's Bay," the "NZ coast," or using "Kia ora" strengthens authenticity and a sense of place.
• •Highlight Sentimental Value: Frame the jewelry not just as an accessory but as a future heirloom or a keeper of memories. Use language that speaks to moments, milestones, and personal stories.
• •Be Consistent with Core Values: Ensure every piece of copy, from a product title to an email, reflects the values of quality, ethical creation, and personalization. This consistency builds a strong, trustworthy brand identity.

Social Perception

The perception is that of a small, honest artisan business rather than a large, commercial brand, fostering a positive view among those who value authenticity and craftsmanship.

Copy Examples

• •Made by hand, to be held in yours. Discover timeless sterling silver jewelry, forged with care in our Hawke's Bay studio.
• •Capture the feeling of the New Zealand coast. Each Wave Ring is hand-forged from solid sterling silver, its gentle curve a tribute to the endless ocean. A piece of NZ, made to journey with you. Ethically crafted and designed for everyday wear.
• •More than just jewelry, we forge memories. From a small studio in Hawke's Bay, we pour our hearts into creating ethical, timeless silver pieces that tell a story. Your story.
• •A little something from our hands to yours ✨
• •Slowly made, just for you. Each piece begins as a simple sheet of sterling silver, shaped and polished with scrupulous care. This is more than a process; it's our passion. #TheSilversmithNZ #HandmadeJewellery #MadeInNZ #SterlingSilver #EthicalFashion