S. Kind & Co. straddles two worlds of jewelry-making tradition— antique and contemporary. So, the About page honors family legacy, while looking forward to the future. This dialogue between old and new was uncovered after extensive interviews with Jacob Berger and research of archival company materials.
To prepare for my pivot into the world of jewelry, I became certified as an Applied Jewelry Professional by the Gemological Institute of America. While I never used gemological terms like “pleochroic” or “adularescence” in my copy, understanding these gemstone properties and jewelry-making techniques helped me to better describe the look and feel of each ring. In each example, you’ll see I weave style specifications and nods to natural imagery throughout the copy.
Company owner, Jacob Berger, designs each ring individually, so he wanted the copy to be written in first person perspective and include jewelry-making terminology. Because Jacob forges intimate relationships with his clients, it was important to stay true to his distinct way of speaking. I worked closely with Jacob to ensure his voice was clear, just like an AAA grade diamond!
S. Kind & Co. is a boutique jewelry company specializing in ethical, custom rings, combining contemporary techniques with antique styles. As a copywriter and social media marketer, I wrote website, social media, and ad copy that positioned the company in the luxury market, while retaining a whimsical tone.