Brand Tone

Inspirational & Positive, Meaningful & Sentimental, Authentic & Real, Conscious & Responsible, Friendly & Approachable, Slightly Whimsical & Free-Spirited

Brand Values

• •Meaning & Connection: Creating jewelry that tells stories, celebrates moments, and connects people.
• •Positivity & Kindness: Spreading good energy, love, and peaceful intentions.
• •Ethical Practices & Sustainability: Commitment to responsible sourcing, local handcrafting, using recycled materials, and minimizing environmental impact.
• •Social Responsibility & Giving Back: Partnering with non-profits, supporting community initiatives, and using business as a force for good.
• •Individuality & Self-Expression: Offering pieces that allow wearers to express their unique stories and selves.
• •Quality & Timelessness: Designing simple, modern, and durable pieces intended for long-lasting wear ("slow fashion").
• •Authenticity: Valuing real style and genuine connections.

Best Practices

• •Lead with Meaning: Always connect the jewelry to a deeper sentiment, story, or positive affirmation. The "why" behind the piece is as important as the "what."
• •Embrace Positivity and Warmth: Use uplifting, hopeful, and kind language. Avoid overly formal or transactional tones. Think "California sunshine" in your words.
• •Highlight Ethical & Sustainable Angles Naturally: Weave in mentions of B Corp status, recycled materials, and local handcrafting as part of the brand's DNA, not just as a footnote. This reinforces core values.
• •Keep it Simple & Authentic: Mirror the jewelry's design philosophy – clear, uncluttered, and genuine. Avoid jargon or overly complex sentences. Speak from the heart.
• •Focus on Connection & Storytelling: Encourage customers to see the jewelry as part of their personal narrative or as a way to connect with others. Use phrases that evoke emotion and shared experiences.

Social Perception

Meaningful Gift Destination, Positive & Inspirational, Ethical & Conscious Choice, Good Quality for Dainty Jewelry, Associated with California Lifestyle, Long-Standing & Reputable

Copy Examples

• •Headline: Wear Your Story. Discover jewelry that speaks to your heart. Body: Each Dogeared piece is more than an accessory; it’s a reminder of your journey, your joys, and your strength. Handcrafted with love and positive energy in California. Find your meaningful connection today.
• •Social Media Post (Instagram - with an image of a best-selling "Karma" necklace): What goes around, comes around. ✨ Our classic Karma necklace is a gentle reminder to keep your circle positive, peaceful, and loving. Ethically handcrafted with recycled sterling silver because good vibes and a happy planet go hand in hand. #Dogeared #KarmaJewelry #MeaningfulGifts #EthicalFashion #MadeInUSA
• •Email Subject: A Little Sparkle, A Lot of Meaning. Body: Hi [Customer Name], looking for a gift that truly resonates or a piece that tells your unique story? Dogeared jewelry is designed with intention, blending simple California style with messages of love, hope, and empowerment. As a proud B Corp, every piece is crafted to make you feel good, inside and out. Shop our new arrivals.
• •Product Description (for a "Wish" necklace): Make a wish and put on your necklace. Let this delicate charm be a reminder that dreams do come true and that anything is possible when you believe. Handcrafted in sunny California, this piece is made with recycled sterling silver and comes on an inspirational card, ready for gifting (or keeping!). Wear it as your daily dose of optimism.
• •Brand Story Snippet (for 'About Us' page or a feature): Born from a belief that good things happen, Dogeared has been crafting meaningful jewelry since 1991. We’re not just about beautiful designs; we’re about positive energy, ethical choices, and the stories that connect us all. As a certified B Corporation, we pour love and responsibility into every piece, hoping it brings a little more light into your world.