Brand Tone

Conscious & Purposeful, Artistic & Creative, Personal & Story-driven, Modern & Playful, yet Timeless, Empathetic & Mindful

Brand Values

• •Sustainability
• •Ethical Production
• •Craftsmanship & Quality
• •Individuality & Uniqueness
• •Heritage & Meaning
• •Conscious Consumption

Best Practices

• •Always Weave in the "Why": Every piece of copy, from product descriptions to social media posts, should have a thread connecting back to the core values of sustainability, heritage, and conscious creation. Don't just describe the item; tell its story and its purpose.
• •Emphasize "Handmade" and "Unique": Use language that highlights the artisanal nature of the jewelry. Words like "handcrafted," "one-of-a-kind," "artisan-made," "bespoke feel," and "intuitive design" reinforce the brand's distinction from mass-produced items.
• •Maintain a Hopeful and Empowering Voice: While addressing the issue of waste in fashion, the tone should remain positive, focusing on the beauty of repurposing and the power of conscious choices.
• •Be Transparent About Materials and Processes: Clearly communicate the use of recycled metals, deadstock components, and repurposed materials. This builds trust and reinforces the sustainability commitment.
• •Use Evocative and Sensory Language: Describe the jewelry in a way that appeals to a sense of modern artistry and timelessness – "playful heirlooms," "asymmetry and balance," "spirit of the past within a modern aesthetic." This will help convey the unique design philosophy.

Social Perception

Positive & Respected, Artisan & High-Quality, Sustainable & Ethical Leader, Story-Rich

Copy Examples

• •Headline: Wear the Change. Discover Tilly Doro – Sustainable Jewelry with a Soul. Body: Each Tilly Doro piece is more than an accessory; it's a statement. Handcrafted in Brooklyn from recycled and repurposed materials, our jewelry carries a story of heritage, mindfulness, and the beauty of conscious creation. Adorn yourself with designs that honor the past and protect the future.
• •Headline: From Forgotten Treasures to Modern Heirlooms. Body: Inspired by a legacy of resourcefulness, Tilly Doro transforms deadstock and vintage elements into unique, handcrafted jewelry. Find your asymmetric, perfectly imperfect piece today and carry a story of artful sustainability.
• •Headline: Consciously Crafted. Beautifully Worn. Body: At Tilly Doro, we believe true beauty doesn't compromise our planet. Our sustainable jewelry line uses recycled metals and repurposed gems, meticulously handmade to create playful, modern designs with a timeless appeal. Shop ethical, wear original.
• •Headline: More Than Just Jewelry. It's a Piece of History, Reimagined. Body: The spirit of "waste not, want not" is lovingly handcrafted into every Tilly Doro creation. Discover earrings, necklaces, and rings made from repurposed materials, each telling a tale of resilience and sustainable style. As seen in Emily in Paris!
• •Headline: Brooklyn Made. Globally Conscious. Body: Tilly Doro offers exquisitely designed jewelry, ethically handmade in the heart of Brooklyn. We’re committed to sustainable practices, using recycled and deadstock materials to bring you unique pieces that feel as good to wear as they look. Make a statement that matters.