Though I’ve been making jewelry for more than 15 years, I created my “argento+kupra” brand about six years ago. It started when I was invited to show and sell in a pop-up gallery. Before this, I had only sold occasionally through friends and family.
Copper rounds with half moon sterling accents
Nobody who saw my work in the shop would know me or my work. I decided that I wanted to brand my jewelry with a name that was descriptive and memorable.
I started thinking about my jewelry at is most basic – the raw materials that I use to make it. For the most part, that’s sterling silver and copper. I spent some time with Google Translate and liked the sound of the words in Esperanto – “argento” for silver and “kupra” for copper. I did some research on the language and liked what I read. That was it. I’m sure branding experts would not endorse my process, but it worked for me.
In a previous day job many years ago, I worked in marketing communications. One of the things my boss often said was, “Everything communicates.” She was right.
Brands are what you want them to represent, through words, imagery and actions. Brands are also what everybody else thinks they are, despite your best efforts to shape them in a particular way.
I communicate argento+kupra through my logo and its colors. The look and feel of the jewelry on your skin. How I interact with customers and prospective customers. It’s how my jewelry is displayed – the custom earring cards and wooden necklace stands.
So what is argento+kupra? I want you to hear argento+kupra and think of quality, handcrafted jewelry, constructed of sterling and copper, made by an artist who stands behind her work. A unique point of view that says textural earthiness. Lightweight with smooth finishes that enhance wearability.
What does it mean to you? Let me know what you think in the comments. And thanks for reading.