Brand Tone

Elegant & Artistic, Conscious & Mindful, Feminine & Empowering, Personal & Heartfelt, Slightly Ethereal & Natural

Brand Values

• •Conscious Creation: A focus on a mindful process from design to customer relations.
• •Uniqueness & Timelessness: Creating pieces that are distinct and designed to last beyond trends.
• •Superior Quality & Durability: Commitment to high-quality materials and craftsmanship.
• •Inspiration from Nature, Arts, and Women: These are the core muses for their designs.
• •Slow Fashion Principles: Valuing the well-being of creators, quality over quantity, and authenticity.
• •Authenticity & Experimentation: A desire to follow their own path, explore, and create authentically.
• •Love & Passion: "Amor" as a central ingredient in every creation.

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., elegant, conscious, artistic, feminine, heartfelt), approved vocabulary, "words to avoid," and a style guide (e.g., use of Spanish, level of formality). This ensures anyone writing for the brand is aligned.
• •Storytelling is Key: Instead of just describing products, tell the story behind them – the inspiration, the craftsmanship, the feeling they evoke. Connect back to the core values of nature, art, women, and conscious creation.
• •Use Evocative and Sensory Language: Appeal to the emotions and senses. Words like "fluid," "whispers," "radiant," "timeless," "soulful" can enhance the artistic and elegant tone.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy perfectly complements the visual aesthetic of the brand. If the images are soft and ethereal, the language should mirror that.
• •Authenticity and Transparency: When discussing "conscious creation" or "slow fashion," be prepared to back it up with genuine practices. Authenticity in the tone builds trust. Avoid overly technical jargon unless explaining material quality specifically. The language should feel personal and genuine, like a conversation with the artisan.

Social Perception

Artisanal and High-Quality, Meaningful & Personal, Elegant & Refined, Ethically Minded (Potentially)

Copy Examples

• •Instagram Post (Image: Close-up of a unique ring on a hand resting on a mossy stone): *"Whispers of the old world, crafted for today. Each AMA piece is a dialogue between nature's artistry and the fire of conscious creation. Wear a story, uniquely yours. #AMAOficial #JoyeriaHechaAMano #ArteQueSeLleva"* *(Translation: Whispers of the old world, crafted for today. Each AMA piece is a dialogue between nature's artistry and the fire of conscious creation. Wear a story, uniquely yours. #AMAOficial #HandmadeJewelry #WearableArt)*
• •Facebook Ad (Image: Collection of earrings displayed on a textured, artistic surface): *"Más que joyas, son amuletos. AMA Oficial: donde la elegancia atemporal nace del amor por el detalle y la creación consciente. Descubre piezas que resuenan con tu esencia. [Link to Shop]"* *(Translation: More than jewelry, they are amulets. AMA Oficial: where timeless elegance is born from the love of detail and conscious creation. Discover pieces that resonate with your essence.)*
• •Website Banner (Image: Model wearing a delicate necklace, looking thoughtfully into the distance): *"AMA: Joyas con Alma. Diseños únicos, inspirados en la naturaleza, el arte y la fuerza femenina. Hechas para perdurar."* *(Translation: AMA: Jewelry with Soul. Unique designs, inspired by nature, art, and feminine strength. Made to endure.)*
• •Product Description Snippet (For a necklace named 'Serena'): *"Serena, a fluid dance of sterling silver and moonstone, captures the quiet strength of a moonlit bloom. Handcrafted with intention, this piece is an invitation to embrace your own unique rhythm. #SlowFashionJewelry #ConsciousLuxury #AMA"* *(Translation: Serena, a fluid dance of sterling silver and moonstone, captures the quiet strength of a moonlit bloom. Handcrafted with intention, this piece is an invitation to embrace your own unique rhythm.)*
• •Email Newsletter Subject Line: *"Descubre la Magia: Nuevas Creaciones AMA y la Belleza de lo Hecho a Mano"* *(Translation: Discover the Magic: New AMA Creations and the Beauty of the Handmade)*