Entity &
Wikidata Strategy

My earlier version of this deliverable told you to submit both Wikidata items now. I'd hold off. A brand-new brand item and a matching founder Person item, created from a single-purpose account and both sourced only to your own website, is the exact pattern Wikidata reviewers treat as promotional spam.

Fresh, self-referential brand-plus-founder pairs from one account get speedy-deleted, and the account itself can get flagged. Submitting now is not a neutral bet with upside. It carries a real downside: a deletion and a flagged account make your second attempt harder, not easier.

• Now. Ship the @id-linked on-site schema graph, and stand up the social and directory profiles that corroborate the entity. Higher value than a Wikidata item, and it depends on no one's approval.
• Later. Submit the Yoreh brand Wikidata item only once at least one genuine third-party source with an external identifier exists (a real listicle inclusion, a directory entry with an ID, a press mention). Reference that earned source, not the site.
• Never. Submit a bare Person item for a founder with no independent coverage. The Fin Matson item rides along later, only if the brand item lands and you have confirmable independent profiles.

Wikidata's notability policy (WD:N) accepts an item that refers to a clearly identifiable entity described by at least one serious, publicly available reference. That is more permissive than Wikipedia. But "serious, publicly available reference" in practice means independent of the subject. A 2023 jewelry startup whose only references are its own website does not clear that bar cleanly, and a reviewer will say so.

• There is a brand-launch film credit (Fero, ferofilm.com/work/yoreh). That is a vendor credit, not independent editorial coverage.
• There is no ranking listicle inclusion, no trade press, and no national press on the jewelry brand.
• Fin Matson has no independent coverage and no Wikipedia article.

One genuine third-party inclusion changes everything. It makes the Wikidata item submittable, and the inclusion is itself an AI-citable source that feeds the entity directly. This is the single highest-leverage move in this document.

• Smart ring jacket and Oura accessory roundups. NBC Select, TechTimes, Grazia, themodems. This is the pocket you already win unprompted at 35%, the field is open, and none of these require a location.
• Alternative and men's silver jewelry roundups. apetogentleman, fashionbeans, stylecaster, themodernobserver. Your real competitive set, led by The Great Frog.
• Founder and maker interviews. The route both Good Art Hlywd and Serge DeNimes took. A named founder with a craft story is citable without being geolocated, and the Cool Hunting piece is the one already in motion.

If a Bali roundup does come up, it is not forbidden, it is framed. The angle is the workshop and the making: handcrafted in a Bali workshop, recycled 925, lost-wax cast. Never "a Bali brand" or "a Canggu label". The distinction sounds pedantic and is not. One describes where the pieces are made, which is true and interesting. The other describes what the brand is, which is the sentence the models have been repeating back at you.

Wikipedia is out of reach and stays out of reach until Yoreh has multiple pieces of significant independent coverage. Do not attempt a Wikipedia article. A stub on a 2023 brand with no press gets deleted fast and can sour later attempts. Wikipedia is not on the roadmap for this engagement.

A full @id-linked JSON-LD node graph on yoreh.co, every node referencing one canonical organization @id, so Google's Knowledge Graph and the LLMs resolve Yoreh as one coherent entity. This does not need Wikidata and it is what carries the brand.

• Organization (@id: https://yoreh.co/#organization): the anchor every other node points to.
• Person (Fin Matson): founder of the Organization.
• Product (the smart ring jacket line): ties the flagship category to the brand.
• WebSite: with a SearchAction (sitelinks search box) referencing the Organization.
• BreadcrumbList: site structure, reinforcing the same entity.

The location decision, stated plainly. An earlier version of this document put Canggu into foundingLocation, address and the canonical description. That is reversed. The baseline scan found that the moment a model is told Yoreh is a jewelry brand, every answer places it in Bali and none identify the US entity, with 61% asserting a Bali base. Writing Bali into the entity layer would harden the exact read the repositioning exists to undo. What shipped instead: the registered US entity and address are asserted, and founding location is left unstated. Bali stays where it is true and useful, as the workshop, on the FAQ, warranty and returns pages. It is a production fact, not an entity attribute.

Every profile below is two things at once: a sameAs target in the schema graph, and an independent corroboration source Google reads when it decides whether Yoreh is a real, consistent entity. Google's Knowledge Graph is built from exactly this kind of cross-referenced, consistent presence. Stand each one up and align it: identical name, the same registered US entity details, same URL everywhere. Consistency is what does the work, so a profile carrying a different address undoes more than it adds.

• Not a Google Business Profile. An earlier draft listed it first. It is now excluded, because the only physical address available is a former partner's business. The reasoning is in the Review Strategy, and it applies identically here: a verified Google listing on that address would corroborate the wrong entity.
• Bing Places: feeds Bing and, through it, ChatGPT. Same address caution applies.
• LinkedIn company page: a strong entity signal AI and Google both weight.
• Pinterest business profile.
• YouTube channel.
• Crunchbase: carries an external identifier, useful later as a Wikidata reference.
• Facebook page.

yordy.co is an established Miami luxury jewelry brand, founded 2018. It is a stronger entity than Yoreh today, it sits in the same category, and its domain is a near-homograph of yoreh.co. If we do nothing, an AI or a search engine can collapse the two or surface Yordy when someone means Yoreh. Bake disambiguation into every surface.

• Maximally distinctive description. Lead with the things Yordy cannot claim: the named founder, recycled 925, minimalist and unisex design, and above all the smart ring jackets for Oura and RingConn. The jackets are the sharpest disambiguator you have, because no other jewelry brand in this space makes them.
• A real, distinctive alternateName. Use "yoreh®", the mark you actually trade under. An earlier draft proposed "Yoreh The Label" as a distinctive variant, not realising it was the old company name. You asked for it to be removed everywhere, and it is: an entity graph asserting a defunct name would corroborate the wrong thing. Worth noting the Shopify product vendor field still reads "Yoreh The Label" on the catalog, which is a separate cleanup and is on the list.
• A distinct sameAs set. The corroboration profiles are Yoreh's own; keep them tightly Yoreh-branded so the graph never overlaps Yordy's.
• A consistent registered address that separates you from Miami. The Casper, Wyoming entity address, identical on every node. Note that this disambiguates by entity rather than by geography, which is the point: it separates you from Yordy without asserting a Bali base.

Three facts are unverified. Structured data with a wrong fact is worse than an omission, because AI treats it as authoritative.

• Gate 01Inception 2023. Closed. You confirmed the year on 18 July, and foundingDate: "2023" is live in the Organization schema. Founding location remains unasserted, which is a separate decision and not a gate.
• Gate 02The trademark. Closed. The store brands as "YRH" and "yoreh" with a registered-trademark symbol, and you confirmed the mark is registered in the US. The symbol is therefore safe to carry, and "yoreh®" stays as alternateName.
• Gate 03Country of registration. Closed. Confirmed as Yoreh Supply LLC, registered in Wyoming, United States. It is live in the schema as legalName plus the registered address. It stays out of public copy: the brand is "Yoreh" everywhere a customer reads.

• Closed. The founder sameAs. You asked us to use your Instagram and not LinkedIn, so the Person node carries Instagram only.
• Closed. The inception year. Confirmed 2023.
• Closed. The registered entity. Yoreh Supply LLC, Wyoming, US.
• Closed. The trademark. You confirmed it is registered in the US, so "yoreh®" is a real mark and is safe to carry in alternateName and in copy.
• Still open. One genuine third-party citation. This is the only thing standing between you and a submittable Wikidata item, and it is the reason section 03 changed its targets.

yoreh.co (manifesto, meet-the-team, homepage): founder (Fin Matson, sole), founding year (2023, confirmed), materials, positioning. Bali appears as the workshop, on the FAQ, warranty and returns pages, and is not used as an entity attribute. ferofilm.com/work/yoreh: brand launch film credit (vendor credit, not independent editorial): ferofilm.com/work/yoreh Honeycombers: discarded. You confirmed the mention was about a coffee shop, not this brand, so it is not a Yoreh source at all. Cool Hunting (smart ring jackets feature, incoming) is the citation to plan around instead, and the one the Wikidata submission should reference. yordy.co: the Miami luxury jewelry brand (est. 2018) Yoreh must be disambiguated from: yordy.co