YOUR VOICE

Short sentence, then a longer one. Alternate. Never three short ones in a row.
    Rhythm is what stops product copy reading like a spreadsheet.

Write it the way you would say it while handing the thing over.
    Warm brands are built on the second person. Say "you" more than you say "we".

Name the material and the making in the first two lines — local stoneware clay, food-safe matte glaze.
    It is the one thing a factory competitor cannot copy, and the reason someone pays your price.

Never use: artisanal, curated, elevate, luxe, must-have, game-changer, perfect for any occasion.
    These words are on every drop-shipped listing on the internet. Using them makes you sound like one.

WORDS THAT BELONG TO YOU
  thrown, glazed, fired, trimmed, stoneware, matte, foot ring

WORDS TO DELETE ON SIGHT
  artisanal, curated, elevate, luxe, must-have, bespoke (unless it literally is), perfect for any occasion, treat yourself

Keep sentences under 24 words.