Brand Tone

Artistic, Elegant, Personal, Passionate, Proudly Chilean & Handcrafted

Brand Values

• •Craftsmanship & Quality
• •Uniqueness & Exclusivity
• •Artistic Expression & Inspiration
• •Femininity & Empowerment
• •Connection & Storytelling

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., artistic, elegant, personal, passionate), including do's and don'ts, preferred vocabulary, and examples. This ensures anyone writing for the brand stays consistent.
• •Tell the Story: Always weave in the narrative behind the collections, the inspiration, or the crafting process. This reinforces the "joyas de autor" and "hecho a mano" values and creates an emotional connection.
• •Emphasize Uniqueness and Craftsmanship: Consistently highlight what makes the jewelry special – the handmade nature, the limited editions, the quality of materials, and the designer's personal touch. Use descriptive and evocative language.
• •Maintain a Personal Connection: Address the audience directly (using "you" and "your"). Share insights from the designer. Respond to comments and messages with warmth and authenticity, mirroring the brand's approachable yet sophisticated nature.
• •Visual and Textual Harmony: Ensure the copy's tone aligns with the visual aesthetics. If the images are elegant and artistic, the language should complement this. Use emojis thoughtfully on social media to add personality without undermining the elegance.

Social Perception

Positive & Appreciative, Desirable & High Quality, Trusted, Limited Wider Public Data (Strong niche following)

Copy Examples

• •Instagram Post (New Collection): "Introducing 'Alma del Desierto' – our latest collection, born from the silent beauty of the Chilean landscapes. Each piece, handcrafted in silver and imbued with the desert's soul, awaits to tell its story on your skin. Discover the whisper of ancient sands. ✨ #CarlaVictoriaJoyas #HechoAManoConAmor #JoyasDeAutor #ChileanDesign #NewCollection"
• •Product Description (Website): "The 'Luna Serena' Earrings: Let these handcrafted bronze earrings be a gentle echo of the serene night sky. Their subtle texture and gracefully curved form are designed not just to adorn, but to resonate with your inner calm. A unique piece, as individual as you are. Limited edition."
• •Email Newsletter Subject: "A Little Sparkle, A Lot of Soul ✨ New Arrivals from Carla Victoria" Body Snippet: "Dear [Customer Name], we believe jewelry is more than an accessory; it's a feeling, a memory, a piece of art that travels with you. This week, Carla has poured her heart into creating designs that capture [mention specific inspiration, e.g., 'the first bloom of spring']. We invite you to explore these unique, handcrafted treasures..."
• •Facebook Ad (Targeting women interested in artisan goods): "Tired of the ordinary? Adorn yourself with jewelry that speaks. Carla Victoria offers exclusive, handmade designer pieces from Chile, crafted with passion and precision. Find your unique voice. Shop now. #ArtisanJewelry #UniqueDesigns #CarlaVictoria"
• •Instagram Story (Behind the Scenes): (Video of Carla working on a piece) Text overlay: "From sketch to sparkle ✨ Every Carla Victoria piece is infused with dedication and a touch of Chilean spirit. What inspires your style today? #HandmadeJewelry #DesignerProcess #JoyasConAlma"