Brand Tone

artistic, sophisticated, bold, confident, creative, professional, and polished

Brand Values

• •Artistic Integrity & Design Excellence
• •Individuality and Boldness
• •Ethical & Local Production
• •Quality Craftsmanship

Best Practices

• •Lead with a Bold Statement: Start captions, headlines, and descriptions with confident and intriguing language that reflects the "daring" nature of the brand.
• •Emphasize the 'Why': Always connect the product to the brand's core values. Mention that it's 'Made in NYC,' 'ethically crafted,' or 'inspired by art' to reinforce the brand story.
• •Use Artistic and Evocative Language: Incorporate words like 'sculptural,' 'architectural,' 'bold,' and 'statement' to describe the products, aligning with the brand's design-centric identity.
• •Speak to the 'Darer': Address the target audience directly as leaders, innovators, and individuals. Use language that empowers them and validates their desire for unique self-expression.
• •Maintain a Sophisticated Tone: Ensure all copy is polished, grammatically correct, and professional. Avoid overly casual slang or emojis that could dilute the brand's premium, artistic positioning.

Social Perception

Y.Han Design is perceived as a niche, designer jewelry brand with a strong artistic point of view. It is seen as modern and edgy, blending South Korean design sensibilities with the dynamic environment of New York City. The association with ethical practices and high-quality, locally-made products positions it as a premium and conscious choice for consumers. Collaborations, such as with KITWAN Co., further solidify its reputation within the design community as a skilled and respected maker.

Copy Examples

• •Designed for the darers. Our new collection challenges the conventional, transforming architectural forms into wearable art. Handcrafted in NYC for those who lead, not follow. Discover the collection. #YHanDesign #MadeInNYC #StatementJewelry
• •Jewelry that’s more than an accessory—it’s a statement. Inspired by sculpture and brought to life through ethical craftsmanship in our NYC studio. Are you ready to dare? Shop Y.Han Design.
• •A symphony of structure and style. Our Folded Hoops are inspired by the clean lines of modern architecture, handcrafted to create a bold, sculptural statement. Made with 24k gold-plated brass in the heart of New York City, these earrings are designed for the individual who appreciates art in every form.
• •At Y.Han Design, we don't just make jewelry. We craft experiences. Born from a passion for visual arts and a desire to challenge norms, each piece is a conversation starter. Ethically made in NYC, our collections are for the bold, the creative, and the unapologetically unique.
• •Dare to be Different: The New Arrivals from Y.Han Design Are Here.