Brand Tone

Artistic & Creative, Personal & Passionate, Approachable & Friendly, Delicate & Joyful, Quality-Conscious & Caring

Brand Values

• •Hand craftsmanship & Uniqueness: Each piece is handmade, implying individuality and a break from mass-produced items.
• •Joy & Beauty: The explicit aim to bring joy and beauty to customers through the earrings.
• •Quality & Comfort: Commitment to using quality, lightweight, and hypoallergenic materials.
• •Passion & Artistry: The business stems from the artist's passion and creative expression.
• •Personal Connection: The story of the founder and the direct, personal touch in communication.

Best Practices

• •Embrace Storytelling: Share the 'why' behind Fjärils Design. Talk about Ligia's journey, the inspiration for new collections (like the butterfly symbolism), and the care that goes into making each piece. This reinforces the personal, passionate, and artistic values.
• •Use 'Joyful' and 'Artistic' Language: Incorporate words like 'joy,' 'beauty,' 'sparkle,' 'vibrant,' 'unique,' 'handcrafted,' 'artistry,' 'designed,' 'sculpted.' Describe colors and shapes evocatively to appeal to the creative and joyful aspects of the brand.
• •Maintain a Personal and Approachable Voice: Write as if Ligia is speaking directly to her customers. Use 'I,' 'my,' and address the customer with 'you.' Keep the language warm, friendly, and inviting. Phrases like 'handmade with love' fit well here.
• •Consistently Highlight Key Benefits (with the brand's touch): Always mention 'lightweight' and 'hypoallergenic,' but frame them within the brand's caring and quality-conscious values. For example, 'Crafted for your comfort, so you can wear your joy all day long.'
• •Visual-Verbal Harmony: Ensure the copy complements the visual aesthetic. If the photos are bright, colorful, and artistic, the copy should mirror that vibrancy and creativity. This consistency across website, social media, and emails builds a strong, recognizable brand identity.

Social Perception

Customers likely perceive Fjärils Design as a small, independent business run by a passionate artist. The products are likely seen as unique, artistic, and thoughtfully made, appealing to those who appreciate handcrafted items and want to support small creators. The emphasis on lightweight and hypoallergenic qualities would be positively received by individuals with sensitivities or those who prefer comfortable jewelry. The colorful and often nature-inspired designs would appeal to customers looking for feminine, joyful, and statement pieces that are still delicate. The brand likely enjoys a positive perception among its niche audience, who value the artistry, personal touch, and the story behind the products.

Copy Examples

• •Product Description (New Floral Collection): Dance into spring with our new Bloom Collection! 🌸 Each petal is hand-sculpted with love by Ligia, bringing a touch of whimsical joy to your day. These feather-light polymer clay earrings are designed to brighten your smile and your outfit, all while being kind to sensitive ears. Discover your new favorite handcrafted treasure.
• •Social Media Post (Instagram - showing a pair of earrings): Hello sunshine! ✨ Feeling the vibrant energy of these 'Sunset Glow' dangles. Each pair is a little piece of art, handcrafted right here in Ottawa to bring a pop of color and joy to your everyday. Lightweight, hypoallergenic, and made with passion. What adventures would you take these beauties on? #FjarilsDesign #HandmadeEarrings #PolymerClayArt #OttawaMade #JoyfulJewelry
• •Website Banner (Homepage): Fjärils Design: Where art meets heart. ✨ Discover unique, handcrafted polymer clay earrings by Ligia, designed to bring beauty and joy to your world. Lightweight, hypoallergenic, and made with love, just for you.
• •Email Newsletter Snippet (Highlighting a Best Seller): Our beloved 'Azure Swirls' are back in stock! So many of you have shared how these handcrafted beauties make you feel – unique, confident, and joyful. Ligia pours her heart into every swirl, ensuring each pair is as special as the person who wears them. Experience the Fjärils Design difference: artfully made, wonderfully light, and always hypoallergenic.
• •"About Us" Page Excerpt (Revised for emphasis): From a quiet hobby sparked in 2020 to a vibrant passion, Fjärils Design is my dream brought to life. Hi, I'm Ligia! 'Fjärils' means butterflies 🦋 – symbols of transformation, beauty, and joy. That’s the feeling I lovingly craft into every unique polymer clay earring. My hope is that each lightweight, hypoallergenic piece you choose brings a little extra sparkle and happiness to your day, a wearable piece of art that tells a story.