Brand Tone

Artisanal & Passionate, Authentic & Genuine, Elegant & Delicate, Educational & Engaging, Personal & Approachable.

Brand Values

• •Handcraftsmanship & Artistry
• •Connection to Nature & Origin
• •Mindfulness & Genuineness
• •Individuality & Uniqueness
• •Sharing Knowledge & Experience

Best Practices

• •Emphasize the "Handmade" & "Artisan" Aspect: Consistently use terms like "handmade," "handcrafted," "artisan-made," "maker," and "studio" to reinforce the personal, skilled creation process.
• •Tell the Story of the Stone: Highlight the origin of the gemstones, especially if locally fossicked. Mentioning "fossicking," the specific region (e.g., Torrington, NSW), and the journey "from the earth" adds authenticity and a unique narrative.
• •Use Evocative & Sensory Language: Describe the jewellery with words that appeal to sight and touch, such as "elegant," "delicate," "shimmer," "unique character," "mindful energy."
• •Maintain a Personal & Passionate Voice: Write as Ashleigh Kennedy, sharing her personal connection to the craft and the stones. Use "I" and "my" when appropriate to maintain that direct artisan-to-customer feel.
• •Invite Connection & Education: Encourage engagement by asking questions (e.g., "how do they make you feel, and what's the story behind them?"), sharing the meaning of gemstones, or detailing the crafting process. This builds a community around the appreciation for the craft.

Social Perception

Positive Customer Feedback, Engagement with the Craft, Artisan-Focused, Appreciation for Local & Handmade.

Copy Examples

• •Headline: Earth's Treasures, Handcrafted for You. Body: Discover unique gemstone jewellery, each piece lovingly handmade by Ashleigh Kennedy, telling a story from the ancient earth to your cherished collection. Find a treasure that speaks to your soul.
• •Social Media Post (Instagram - with image of a new ring): Fresh from the bench! ✨ This one-of-a-kind [Gemstone Name] ring was a joy to create, its story beginning deep within the Northern Rivers. Feel the mindful energy in every handcrafted detail. Shop link in bio. #HandmadeJewellery #AustralianGems #TheFossick #ArtisanMade #UniqueJewellery
• •Product Description Snippet: Carry a piece of the Australian earth with you. This elegant [Product Type] features a [Gemstone Name], personally fossicked and carefully set in [Material] by Ashleigh. Its delicate shimmer and unique character make it more than just jewellery – it's a mindful connection to nature's artistry.
• •Email Subject Line: Unearth Your Story: New Arrivals at The Fossick Email Snippet: Dear [Customer Name], Journey with us as we unveil our latest collection of handcrafted gemstone jewellery. Each piece, born from local Australian stones and Ashleigh's passion, awaits to become part of your unique narrative. Explore the new designs and find a treasure that resonates.
• •Workshop Promotion: From Earth to Adornment: Craft Your Own Silver Ring. Join Ashleigh in our Lennox Head studio and immerse yourself in the timeless art of jewellery making. Learn to shape sterling silver into a unique ring, a testament to your own creativity. No experience needed, just a desire to create something beautiful with your own hands. Book your spot!