Brand Tone

Authentic, personal, and narrative-driven, communicating in a down-to-earth manner infused with a sense of wonder inspired by the natural world, particularly the Yukon. Communications often feel like a personal story being shared, creating a strong connection with the audience.

Brand Values

• •Artisanship and Handcrafting
• •Connection to Nature and Place
• •Sustainability and Responsibility
• •Symbolism and Meaning
• •Community and Heritage

Best Practices

• •Lead with the Story: Every piece of marketing copy should have a narrative element. Whether it's the story of the founder, the inspiration behind a collection, or the symbolism of a specific design, storytelling should be at the core of all communication.
• •Use Evocative, Nature-Inspired Language: Incorporate descriptive words that evoke the imagery and feeling of the Yukon. Phrases like "iridescent blue and green dragonflies" or "covers this cheerless scene in a fuchsia blanket" create a vivid picture for the customer.
• •Maintain a Personal and Approachable Voice: Write as if you are speaking directly to a friend. Use "I" and "you" to create a personal connection. Share personal anecdotes and inspirations, as founder Esther Winter does in her product descriptions.
• •Emphasize "Handcrafted" and "Artisanal": Consistently remind customers that the jewelry is not mass-produced. Use terms like "handcrafted," "artisanal," "studio-made," and "designed by Esther Winter" to reinforce the value of the craftsmanship.
• •Integrate Values into All Messaging: Whether writing about a new product, a promotion, or the brand itself, find ways to weave in the core values of sustainability, connection to nature, and meaningful symbolism. This creates a cohesive and authentic brand identity.

Social Perception

Customers perceive Winterchild Jewellery as offering unique, high-quality, and meaningful products, with designs and craftsmanship frequently praised. The personal stories and connection to the Yukon resonate strongly, fostering a personal connection to the artist and place. Packaging is also often highlighted, enhancing the overall customer experience, and the brand is seen as a go-to for special and thoughtful gifts.

Copy Examples

• •Capture the magic of the dancing sky. Our new Aurora Collection is handcrafted in the heart of the Yukon, each piece a unique reflection of the ethereal Northern Lights. Wear a piece of the cosmos.
• •Beauty that doesn't cost the Earth. Our Old Tin Roof Collection gives new life to history, blending repurposed antique tin with modern design. Sustainable, symbolic, and steeped in story.
• •More than a gift, it's a story. Each piece of Winterchild Jewellery comes with its own narrative, inspired by the wild beauty of the Canadian North. Give a gift that will be treasured for a lifetime.
• •From our small studio in Mayo, Yukon, to you. Every necklace, earring, and charm is a piece of our story, handcrafted with love and inspired by the wilderness that surrounds us.
• •Embrace the spirit of the wild. The wolf symbolizes confidence and freedom. Our sterling silver wolf necklace is a powerful reminder of the untamed beauty within and around us. Handcrafted with respect for the animal that inspires it.