Brand Tone

philosophical, poetic, and sincere

Brand Values

• •Ethics and Sustainability
• •Authenticity and Truth
• •Artisanal Craftsmanship
• •Intellectual Curiosity
• •Emotional Connection

Best Practices

• •Lead with Philosophy, Not Product: Start all copy with a thought, a question, or a story. The product is the physical manifestation of the idea, not the starting point.
• •Use Narrative Language: Tell the story of each piece. Where did the idea come from? What book, journey, or conversation inspired it? What is the story of the materials used?
• •Emphasize "Why" over "What": Instead of just listing "18k Fairtrade Gold," explain why it's Fairtrade gold: "We use Fairtrade gold because we believe the story of a jewel must be beautiful from the earth to your hand." This connects the feature to the core value of ethics.
• •Maintain a Sincere and Humble Voice: The tone is intellectual but not arrogant. Use "I" and "we" to create a personal connection, as if sharing a secret or a discovery with a friend. Be open about the creative process, including its difficulties.
• •Incorporate Literary and Artistic References: Casually and authentically weaving in mentions of poets (like Goethe), books (like Moby Dick), or artistic concepts reinforces the brand's intellectual and philosophical foundation, appealing to a culturally-aware audience.

Social Perception

Bragaglia Mara is perceived as a niche, high-integrity artisan brand at the forefront of the ethical jewelry movement in Italy. She is seen as a pioneer for introducing Fairtrade gold to the country. Interviews and articles portray her as a thoughtful, unique, and wise-beyond-her-years creator who is deeply passionate and knowledgeable about her craft. Customers and admirers see the jewelry as more than just an accessory; they are "true, sincere" pieces that allow the owner to be "part of a little magic." The brand appeals to a conscious consumer who values storytelling, sustainability, and uniqueness over mass-produced luxury.

Copy Examples

• •Some stories are not told in words, but are held in gold. This ring began as a question, a whisper of an idea from a line in a forgotten book. Forged from Fairtrade gold that carries the warmth of the earth and the integrity of its journey. It’s not just a circle on a finger; it's a reminder to seek the meaning hidden just beneath the surface. To collect the invisible. #BragagliaMara #EthicalGold #ThePoetryOfObjects
• •A quiet and gentle sound, because presence is not always a roar. Something tingles inside, perhaps the future it was destined for from the beginning. This acorn pendant, crafted from recycled silver and kissed with 23.5k gold using the ancient Keum-boo technique, holds a possibility. It is a talisman for potential, a story of becoming, and a truth waiting to unfold. Wear it as a promise to yourself.
• •We believe beauty is fragile and needs truth to survive. Our journey started not in a workshop, but in philosophy, with the simple question: can an object be as good as it is beautiful? Since 2016, we have been Italy's first and only certified Fairtrade goldsmith, choosing to create with materials that are as fair and authentic as the meanings they are meant to preserve. Each piece is a conversation between past and future, a story you can hold in your hand.
• •More than jewelry. A philosophy to wear. At Bragaglia Mara, every piece is born from ethically sourced materials and a search for its hidden story. From the first sketch to the final polish, we honor the journey. Discover jewelry with a soul. #WearYourValues #FairtradeJewelry #BragagliaMara
• •Subject: On finding beauty in imperfection Hello [Name], In the perfect gleam of a polished stone, we often miss the story of its journey. In our workshop, we are guided by what is real, not what is flawless. We are inspired by the Japanese art of Kintsugi, where brokenness is not something to hide. This week, we were moved by a line from a poem that speaks of such things, and it led to a new design we will share soon. It is a meditation on how the most precious things are often the most fragile. Stay curious. With warmth, Mara.