Brand Tone

Aspirational, authentic, and serene. It is personal and story-driven, gentle, and intentional, avoiding hard-sell tactics in favor of sharing a passion for a slower, more deliberate way of life, evoking calm, connection to nature, and appreciation for craftsmanship.

Brand Values

• •Craftsmanship & Quality
• •Intentional Living
• •Authenticity
• •Connection to Nature
• •Durability

Best Practices

• •Lead with the "Why": Always connect the product back to the core values. It's not just a ring; it's a piece of a "slower lifestyle" or an artifact from the "journey out West." The story is the primary selling point.
• •Use Sensory and Evocative Language: Employ words that evoke the feeling of nature and the West —phrases like "desert sky," "mountain air," "sun-warmed stone," and "open road" will reinforce the brand's world.
• •Maintain a Personal Voice: Continue to write from a personal perspective ("I believe," "My journey"). This maintains the authentic, founder-led feel of the brand, making customers feel like they are buying from a person, not a faceless company.
• •Emphasize the Process: Regularly use terms like "slow-crafted," "handmade," "made-to-order," and "intentionally made." This constantly reinforces the value of craftsmanship and distinguishes Westry from mass-produced competitors.
• •Focus on "Forever," Not "Trendy": Position the jewelry as timeless companions rather than fleeting trends. Use words like "heirloom," "story," "journey," and "durable." This appeals to a customer looking for lasting value and meaning in their purchases.

Social Perception

The public perception is of a high-quality, artisanal brand with a strong and appealing aesthetic. It is seen as stylish and desirable, fostering a perception of exclusivity and personal care due to handmade, made-to-order items. The consistent narrative and visuals create a trustworthy and authentic brand image resonating with individuals who share its values of craftsmanship and connection to the outdoors.

Copy Examples

• •Built for the long haul. Our signet rings are slow-crafted from solid metals, designed to gather stories and travel with you down every dirt road. This isn't just jewelry; it's a companion for your journey. #WestryCo #MeantToBeWorn #SlowCrafted
• •From Our Hands to Yours | The Latest from the Studio
• •A small piece of the western sky, captured just for you. This ring features a genuine turquoise stone, set by hand in our Boulder studio. Each stone has its own unique character, a tiny map of desert landscapes. Inspired by and made for wide-open spaces. #HandmadeJewelry #SouthwestStyle
• •Headline: Find Your Forever Piece. Body: In a fast world, we believe in slowing down. At Westry, every piece of jewelry is intentionally crafted by hand, inspired by the wild heart of the American West. Durable, authentic, and made to be part of your story. Discover our made-to-order collections.
• •Slow-crafted jewelry for the journey. Inspired by wide-open spaces and the spirit of the West. Made by hand in Boulder, CO. ↓ Shop the collection