Brand Tone

Personal & Passionate, Creative & Artistic, Approachable & Friendly, Local & Community-Oriented, Simple & Direct

Brand Values

• •Handmade Quality
• •Creativity & Originality
• •Passion
• •Small-Scale & Independent
• •Joy & Personal Expression (for the customer)

Best Practices

• •Embrace "Handmade with Love": Consistently weave in phrases that emphasize the personal touch, care, and passion behind each creation. This is a core differentiator.
• •Show, Don't Just Tell: Use descriptive language that highlights the uniqueness of the designs, the texture of the polymer clay, and the artistry involved. ("Vibrant swirls," "delicate petals," "one-of-a-kind patterns").
• •Maintain a Friendly & Approachable Voice: Address your audience directly and warmly (e.g., "your new favorite," "we love seeing how you style..."). Respond to comments and messages personally.
• •Highlight Locality (Aachen): Subtly reminding customers that items are made in Aachen can build a local connection and add to the brand's story, especially for German-speaking customers or those interested in European crafts.
• •Keep it Visually Cohesive: Ensure that the tone of the copy matches the visual aesthetic of the products and social media feed – if the items are colorful and playful, the language can be too. If they are more elegant, the language should reflect that. Consistency across visuals and text reinforces the brand identity.

Social Perception

The brand is perceived as a small, artisanal business providing unique accessories. There isn't widespread brand recognition, but a niche appreciation among followers of handmade crafts.

Copy Examples

• •✨ Fresh from the studio! ✨ Our latest collection of polymer clay earrings has just dropped, each pair handcrafted with love and a sprinkle of Aachen sunshine. Which unique piece speaks to your style today? DM to make one yours! #HandmadeJewelry #PolymerClayEarrings #AtelierLumaAachen #UniqueAccessories #SupportSmallBusiness
• •Did you know every swirl and color blend in our pieces is carefully crafted by hand? No two are exactly alike! That's the beauty of choosing handmade with Atelier Luma. ❤️ Discover the love in every detail. #HandmadeWithLove #AachenCrafts #ArtisanJewelry #ShopLocalAachen #PolymerClayArt
• •Bloom where you are planted! These vibrant, lightweight polymer clay floral earrings are lovingly handmade in our Aachen studio. Perfect for adding a pop of color and unique charm to your everyday look. Approx. 2 inches long, hypoallergenic posts. #StatementEarrings #HandmadeGift #AtelierLuma #FloralJewelry #CraftedInAachen
• •(Video snippet of hands working with clay) Sneak peek! 😉 Something colorful is taking shape at Atelier Luma today. The magic of transforming simple clay into your next favorite accessory! ✨ What designs are you hoping to see? #WorkInProgress #HandmadeProcess #PolymerClayArtist #Aachen #AtelierLumaMagic
• •Hello Aachen! 👋 Find your new favorite handmade treasures this weekend at the [Market Name]! I'll be at Atelier Luma's stand with a fresh batch of polymer clay goodies. Come say hi and treat yourself or a loved one! Special market discount: 10% off all items! #AachenEvents #LocalMarket #HandmadeAachen #AtelierLumaOnTour #SupportLocalArtisans