Brand Tone

Artistic, Passionate, and Authentic

Brand Values

• •Craftsmanship
• •Authenticity & Heritage
• •Artistic Expression
• •Quality Materials

Best Practices

• •Lead with the "Why": Always start with the inspiration or the story. Whether it is a social media post or a product description, grounding the copy in the narrative of nature, heritage, or artistry reinforces the brand's core values and sets an authentic tone.
• •Use Evocative, Sensory Language: Employ descriptive words that appeal to the senses. Instead of saying "nice earrings," use phrases like "sun-kissed gold," "ocean-hued stones," or "delicate, shimmering chain." This aligns with the artistic and nature-inspired identity.
• •Emphasize the "Handmade" Human Element: Consistently mention the process. Use phrases like "crafted by hand," "artisanal techniques," and "designer's touch" to remind the customer that they are buying a piece of art from a real person, not a factory. This builds trust and justifies a premium price point.
• •Write for the "Art-Inspired" Customer: Address your audience directly, assuming they value creativity, uniqueness, and quality over fast fashion trends. Use a sophisticated yet accessible voice that makes them feel like a collector or a patron of the arts, not just a consumer.
• •Maintain Visual and Textual Consistency: Ensure the tone of the copy perfectly matches the aesthetic of the photography. If the visuals are elegant, natural, and artistic, the text must be as well. A disconnect between a poetic image and blunt, salesy text can break the brand's authenticity.

Social Perception

The brand cultivates a perception of being a high-quality, artisanal brand for consumers seeking unique, meaningful jewelry rather than mass-produced items. It appeals to those who feel a connection to the story behind the products they buy. The main challenge is a lack of broad brand awareness.

Copy Examples

• •Inspired by the serene, turquoise waters of a hidden Caribbean cove. Each curve of our Laguna earrings is hammered by hand, each Larimar stone chosen for its unique ocean-blue hue. This isn't just an accessory; it's a memory of the sun, the sand, and the tranquil sea. Wear a piece of paradise. #HandmadeJewelry #AbrilByDeLosSantos #Larimar #ArtisanJewelry #DominicanDesigner
• •From the vibrant culture of the Dominican Republic to the dynamic energy of New York City, Abril by de los Santos was born out of a passion for storytelling through art. For founder Abril, jewelry is more than adornment —it's a language. Each piece is a testament to her heritage, a love letter to nature's imperfect beauty, and a celebration of the hands that brought it to life.
• •Step into a world of enchanted woods and earthy textures. Our new 'Bosque' collection is an ode to the wild, untamed beauty of nature. Featuring deep green tourmalines, intricate leaf motifs in recycled sterling silver, and the organic forms of lost-wax casting. Discover pieces that connect you to the earth and tell a story of renewal and growth. Explore Bosque.
• •Tired of mass-produced accessories? At Abril by de los Santos, every piece has a story. Handcrafted in our NYC studio, we blend Caribbean inspiration with timeless design for jewelry that's as unique as you are. Discover the art of adornment. Shop our collections today for free shipping on your first order.
• •Capture the light of the longest day. The Solstice Necklace features a hand-hammered, 14k gold-filled disc that shimmers with every movement, suspended from a delicate, shimmering chain. Its minimalist design embodies the quiet power of the sun, making it a perfect everyday staple or a meaningful gift. A simple, yet powerful, reminder to always find your light.