Brand Tone

Artistic, Ethereal, and Principled

Brand Values

• •Artistic Integrity & Craftsmanship
• •Ethical Sourcing & Sustainability
• •Connection to Nature
• •Transparency & Trust
• •Individuality & Celebration
• •Love Equality
• •Woman-Owned

Best Practices

• •Embrace Storytelling: Every piece has a connection to nature, craftsmanship, or ethical sourcing. Weave these narratives into product descriptions, social media captions, and blog posts to reinforce the brand's depth.
• •Use Evocative & Sensory Language: Employ descriptive words that appeal to the senses and conjure the beauty of natural materials and mountainous landscapes (e.g., "river-stone smooth," "wild-grown color," "whispers of the earth").
• •Maintain a Respectful & Reverent Tone Towards Nature and Materials: Consistently highlight the origin of materials and the care taken in sourcing and crafting, reflecting the brand's ethical stance.
• •Prioritize Authenticity & Transparency: Be open about the handmade process, the sourcing of materials, and the brand's values. This builds trust and aligns with the principled aspect of the brand voice.
• •Keep it Elegant & Considered: Avoid overly casual slang or overly aggressive sales language. The tone should remain refined, thoughtful, and artistic, reflecting the quality and nature of the products. The "celebration company" aspect can be joyful but should maintain an air of sophistication.

Social Perception

Customers and the public generally perceive Young in the Mountains as a high-quality, ethical, and artistic jewelry brand. They are seen as a go-to for unique, non-traditional engagement rings and fine jewelry that tells a story. The commitment to sustainability and American-mined materials resonates positively with conscious consumers. The founder, Mariele Ivy, is perceived as a passionate artist deeply connected to her craft and values. Retailers who stock YITM often emphasize the brand's strong ethical principles and unique aesthetic.

Copy Examples

• •For an Instagram post featuring a new Montana sapphire ring: "Born from ancient mountains, kissed by wild rivers. Our new [Ring Name] ring, featuring a hand-selected Montana sapphire, whispers tales of the earth. Crafted with intention, reclaimed gold, and a commitment to ethical beauty. Wear a story as unique as yours. #YoungInTheMountains #EthicalJewelry #MontanaSapphire #ArtisanCrafted #NatureInspired"
• •Website banner for a new collection: "Whispers of the Wild, Forged in Gold. Discover the latest collection from Young in the Mountains – where timeless artistry meets sustainable sourcing. Each piece a testament to the earth's raw beauty and the honor of human hands. Explore now. [Link]"
• •Product description for an inlay ring: "A mosaic of earth's treasures. The [Ring Name] inlay ring features [specific American-mined stones], meticulously set by hand in recycled [gold/silver]. More than an adornment, it's a wearable piece of art, echoing our reverence for nature and dedication to responsible craftsmanship. Carry a piece of the mountains with you."
• •Email subject line for a promotion or new arrivals: "New Heirlooms Have Arrived ✨ Ethically Crafted, Divinely Inspired."
• •About Us snippet for a feature: "At Young in the Mountains, we believe jewelry should be as principled as it is beautiful. Artist Mariele Ivy channels her profound connection with nature into each design, creating unique, handcrafted pieces from ethically sourced American gems and recycled precious metals. We're not just making jewelry; we're crafting future heirlooms that honor both the wearer and the wild."