CASE STUDY:
Unearthen
REBRAND
TAGLINES, COPY
The client
Unearthen specializes in heirloom jewelry and sculptural hardware and is currently based in Los Angeles.
Founder Gia Jones harnesses the innate wabi-sabi of rare gems, precious and semi-precious stones, and metals to create offerings that channel the original designer: nature herself.
The challenge
Gia began making jewelry in 2003 and launched a collection under Opening Ceremony's representation in 2007. By 2026, though, she found her branding and storytelling no longer aligned with the studio she's built brick by brick. “Too much crystal; a little too woo,” she joked as we sipped on tea in her showroom in Northeast Los Angeles.
The objective
Realign Unearthen’s voice with its current perspective while still honoring the brand’s origins, then write copy for a site rebrand, including a new tagline appropriate for the next era of Gia’s gorgeous work.
How we did it
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easy, honest collaboration
Gia’s studio is just a few minutes from my own, so we started by meeting for tea and a chat in the space where she both creates her jewelry, hardware, and custom pieces and sells them. After settling in, I interviewed her just like I would for a profile in a magazine (something I’ve down for publications including The LA Times, ELLE, Modern Painters, Food & Wine, and COVETEUR, among others).
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every word carries meaning
Gia’s work centers on details: unexpected stones, organic angles. When we started work on her taglines and site copy, we knew we needed each and every word to feel thoughtful, precise, and often hold double meaning — just like her pieces.
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as elevated as the jewelry itself
Unearthen is the place you go when you want to leave with an heirloom, so we were interested in carrying the experience of meeting Gia in-person and spending an afternoon in her gorgeous showroom into storytelling. The language and taglines we landed on needed to feel languid, intentional, and poignant — a complex combinatino, but in the best way.
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set the mood
Between clear descriptions of how Gia works and what sets Unearthen apart, you’ll find some of my favorite copy: whispers to set a mood.
Objects for adorning self. Objects for inhabiting Earth.
Of the earth, formed by hand.
From Gia Jones:
Kit is so incredibly graceful, gentle and almost psychic in her process. I was completely in over my head and overwhelmed when I reached out to her. I had no idea what I was even really asking for as far as copy help, or what her incredible powers could do when I asked her to help me. She made it all feel easy, and most of all inspiring and fun. I felt her curiosity and understanding, and my company and I were truly considered throughout the entire process.
The result was not only such a peaceful and clearly communicated website but literally every word emanating joy and harmony with what I try to convey in my jewelry that I make. She not only writes the perfect lines, but she also knows how to read between them, and it truly felt like I had the gift of someone inside my head. If you get the opportunity to work with her, you will be blessed, surprised, and seen!
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