Brand Tone

Authentic & Genuine, Family-Oriented & Personal, Passionate & Knowledgeable, Down-to-Earth & Approachable, Slightly Rustic & Southwestern

Brand Values

• •Authenticity
• •Family & Tradition
• •Quality Craftsmanship
• •Direct Connection to Source
• •Customer Trust & Satisfaction

Best Practices

• •Always Emphasize Authenticity & Origin: Consistently mention that the stones are self-mined or ethically sourced, and highlight the Nevada origin where applicable. This reinforces your core differentiator.
• •Weave in the Family Story Naturally: Share anecdotes, photos, or brief mentions of the family's involvement in the mining and jewelry-making process. This keeps the personal, family-oriented tone alive.
• •Use Warm, Approachable Language: Write as if you're talking to a friend who shares your passion for beautiful, natural stones. Avoid overly technical jargon unless explaining the uniqueness of a stone.
• •Showcase the "Why": Let your passion for mining and jewelry shine through. Explain what makes turquoise special to you and why you love sharing it with others. This connects with customers on an emotional level.
• •Maintain Visual Consistency: Ensure that photography and videography (especially on social media) reflect the natural, rustic, yet beautiful quality of the stones and the brand's connection to the earth and the American Southwest.

Social Perception

Highly Trusted, Unique & Beautiful Products, Personal Connection, Seen as Experts

Copy Examples

• •Headline: Mined by Our Family, Crafted for You: Discover Real Nevada Turquoise. Body: "From the heart of our Nevada mines to your jewelry box, every Written in the Stones piece carries a story of tradition, passion, and the raw beauty of the earth. Wear a piece of our family's legacy."
• •Social Media Post (Image of a turquoise ring): "There's turquoise, and then there's Otteson turquoise. ✨ Third-generation miners, we pull these stunning stones from the earth ourselves, ensuring every gem is as authentic as our story. Feel the difference? #RealTurquoise #FamilyMined #WrittenInTheStones"
• •Product Description Snippet: "This striking Sierra Nevada Turquoise pendant was hand-selected from our family-owned mine. Its vibrant hue and unique matrix tell a story of the rugged Nevada landscape, brought to life in sterling silver just for you."
• •About Us Teaser: "We're not just jewelers; we're miners, a family following a turquoise vein that's run through three generations. Emily and Tony Otteson invite you to explore jewelry that's truly Written in the Stones. Watch our story on 'Turquoise Fever'!"
• •Email Subject Line: ✨ Straight from Our Mine to Your Collection - New Arrivals! Email Body Snippet: "Get first dibs on our latest handcrafted turquoise jewelry, featuring stones we've personally unearthed. Authentic, beautiful, and full of heart – that's the Written in the Stones promise."