Tony Creed, the Crafter of Heirlooms. A Man, not a 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."

 

Tony Creed is a southern California gothic jeweler who has been custom making creative and cutting edge sterling silver jewelry to rockers and celebrities for decades.

 

Through a spark of marketing genius, Tony Creed positions himself as a 'man, not a company'. This implies that when you buy a piece of Tony Creed sterling silver jewelry, you are buying a piece of art that was handmade for you - thereby, implying a premium value and a higher price tag. Unlike most designer labels, which have names distinctly separate from their founders (Nagual and Joseph Bortoli, Richard Stark and Chrome Hearts, Matt Booth and Room 101, Double Cross and Travis Walker, Heavy Magic and Will Cascio), his brand bears his name, and nothing else.

 

Secondly, he creates 'heirlooms not trinkets.' He signals that his pieces are expensive without explicitly stating so. And, he positions his offerings against mass market offerings, creating the aura of scarcity and exclusivity by being just one man and not a company of helpers. The takeaway is that Tony Creed stays true to himself and has built a brand around his attitude and his passion.

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