Brand Tone

contemporary, confident, and accessible

Brand Values

• •Sustainability and Ethical Practices
• •Handcrafted Quality
• •Self-Expression and Confidence
• •Inclusivity
• •Accessibility and Timelessness
• •Community and Empowerment (especially for women)

Best Practices

• •Emphasize Empowerment and Self-Expression: Use active, confident language that encourages individuality. Focus on how the jewelry makes the wearer feel.
• •Highlight Sustainable and Ethical Angles: Consistently integrate messaging about recycled materials, local craftsmanship, and conscious production. This is a key differentiator.
• •Maintain an Accessible yet Chic Voice: Avoid overly technical jargon. The tone should be sophisticated but also inviting and relatable.
• •Showcase the "Handmade in Vancouver" Aspect: This reinforces quality, artistry, and supports the brand's origin story.
• •Be Authentic and Transparent: Acknowledge the journey towards sustainability and inclusivity. If addressing challenges (like the fashion cycle's demands), do so with honesty, as the founder has in interviews.

Social Perception

Positive Perception for Design and Sustainability

Copy Examples

• •Define your narrative. Our latest collection, handcrafted from recycled metals, is designed for your daily hustle and limitless self-expression. Wear your story.
• •Boldly you. Ethically made. Discover timeless pieces, like our signature [Product Name], designed in our Vancouver studio to empower your every move.
• •More than just jewelry, it's a statement. Embrace sustainable style that doesn't compromise on confidence. Explore the collection.
• •Handmade with intention, worn with confidence. Find the piece that speaks to your unique style and values. #WolfCircus
• •From delicate layers to standout solitaires, our demi-fine jewelry is crafted for every facet of you. Ethically sourced, consciously created.