For those of you that know me, you know that I have a thing for some aspects of underground culture. One guilty pleasure that I have is the collection of silver jewelry that may go beyond the average everyday silver bracelet. Not stuff I wear in the office, that's for sure. There is one guy whose work I totally admire (sadly I don't own anything from him yet) - his name is Tony Creed. There are three things I like about him and what he says/does.
First, is the backstory to his small company - "Hi I'm Tony Creed, a Man, not a company. I build heirlooms, not trinkets. I do not have helpers, employees, or an interest in mass producing a part of my soul. Every piece is from my mind, heart, and hands alone, and built to last centuries beyond this lifetime."
He positions himself as a 'man, not a company'. Genius. It implies that you are buying a piece of art that was handmade for you - thereby, implying a premium value and a higher price tag. Secondly, he creates 'heirlooms not trinkets.' Again, so smart. He is saying my shit is expensive without actually telling you that. And, he positions against all the chinese made crap that is on Ebay or you find at a bodega in Mexico. He also creates the aura of scarcity and exclusivity by being just one man and not a company of helpers. It makes me want one even that much more knowing that I can create one that talks to me and is custom to my life and personality.
The takeaway is that he stays true to himself and has built a brand around his attitude and his passion. If most brands could only be so lucky. Til' then, one of these days I will be lucky enough for Tony to make something for me.
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