Brand Tone

Heartfelt, Culturally Rich, Ethical, and Vibrant

Brand Values

• •Artisanship & Tradition
• •Authenticity & Uniqueness
• •Ethical Practices & Fair Trade
• •Empowerment
• •Quality
• •Cultural Pride
• •Community & Connection
• •Sustainability

Best Practices

• •Prioritize the "Why": Always circle back to the core mission: Colombian artisanship, fair trade, empowerment, and cultural storytelling. Even when promoting sales or new arrivals, weave in these elements. For example, "Our Summer Collection is here – handmade by our partner artisans in Colombia, bringing you sunshine and style."
• •Use Evocative Language: Employ words that convey craftsmanship, tradition, vibrancy, and care (e.g., "hand-woven," "heritage," "vibrant hues," "lovingly crafted," "generation-old techniques").
• •Show, Don't Just Tell (Visually and Textually): Visuals: Continue showcasing the artisans (if possible and respectful), the crafting process, and the cultural context of the bags. Text: Share specific stories about the artisan communities, the meaning behind certain designs or materials, or how a purchase makes an impact.
• •Maintain Authenticity in Voice: Whether in Spanish or English (if expanding), keep the tone warm, genuine, and passionate. Avoid overly corporate or generic marketing speak. Let the "love and dedication" mentioned in the "About Us" shine through.
• •Segment and Clarify (if needed): If the brand continues to heavily promote other non-artisan brands, consider how to clearly differentiate these from the core "Bolsos Maruja" artisan collection in communications. This could be through specific "Artisan Collection" labeling or dedicated sections/campaigns, ensuring the unique value proposition of the handmade Colombian bags isn't diluted by more generic retail offerings. The tone for other brands can be enthusiastic and fashion-focused, but the core "Maruja" artisan line should retain its distinct heartfelt and ethical voice.

Social Perception

Positive Customer Service, Appreciation for Products, Ethical Appeal, Potential Confusion, The brand is perceived as being active and engaged on social media, using platforms like TikTok to show personality and products in a modern way.

Copy Examples

• •Headline: More Than a Bag, It's a Piece of Colombian Heart. Body: Each Maruja bag is woven with threads of tradition and dreams by talented Colombian artisans. Carry a story of empowerment and vibrant culture wherever you go. Discover authentic, handmade artistry.
• •Headline: Wear Your Values: Beautiful Bags, Ethically Made. Body: Feel the passion in every stitch. Our fair trade promise ensures that every Bolsos Maruja artisan piece you choose directly supports the talented hands and communities behind it. Shop consciously, shine uniquely.
• •Headline: Unleash Colombian Color & Craftsmanship. Body: Why blend in when you were born to stand out? Our new collection of handmade bags bursts with the vibrant spirit of Colombia. Unique designs, rich textures, and a story in every weave. Find your masterpiece.
• •Headline: The Soul of Colombia, Woven by Hand, Just For You. Body: At Bolsos Maruja, we connect you with the rich artistic heritage of Colombia. Each bag is a testament to generations of skill, lovingly crafted to bring a touch of unique elegance and cultural pride to your style.
• •Headline: From Their Hands to Yours: The Magic of Maruja. Body: Experience the dedication behind every Bolsos Maruja creation. We partner directly with Colombian artisans, celebrating their skill and bringing you unique, high-quality bags that tell a story of tradition and love. Own a piece of true artistry.