Brand Tone

Authentic, narrative, educational, conscious, elegant, and natural.

Brand Values

• •Ethical Craftsmanship
• •Sustainability
• •Cultural Heritage
• •Authenticity & Transparency
• •Feminine Empowerment

Best Practices

• •Lead with the Story: Always connect the product back to its origin. Whether it's the founder's story, the story of the Tagua nut, or the inspiration from Ecuador, narrative should be the foundation of all copy.
• •Use "You" and "I": Maintain a personal and direct tone. Use "I" when sharing the founder's perspective and "you" to speak directly to the customer, making them feel part of a conversation.
• •Educate, Don't Just Sell: Consistently integrate educational snippets about Tagua, slow fashion, and the handmade process. This reinforces the brand's value of transparency and builds customer trust.
• •Emphasize the Sensory Experience: Use descriptive words that evoke touch, sight, and emotion. Words like "soft," "warm," "lightweight," "natural glow," and "silky" connect the customer to the physical experience of the jewelry.
• •Maintain Visual and Textual Harmony: Ensure the clean, natural, and elegant aesthetic of the photography is mirrored in the copy. The language should be as uncluttered, refined, and beautiful as the visuals.

Social Perception

Perceived as a niche, artisanal, high-quality, and trustworthy brand that offers an aspirational and conscious choice for consumers valuing slow fashion and ethical products.

Copy Examples

• •More than a necklace, a piece of Ecuador close to your heart. Each vein in this Tagua pendant tells the story of the Amazon rainforest from which it came. Hand-polished to a perfect softness, our 'Quito' necklace is a tribute to nature's patient artistry. Wear a story. #BijouxTagua #FaitMainAvecAmour #SlowFashion
• •Why 'Corazón de Café'? Because my heart is rooted in the fertile land of Ecuador, a land of coffee and treasures. When I founded this brand in France, I wanted to share the warmth and authenticity of my origins. Each piece of jewelry is a piece of that heart, a bridge between two cultures, crafted for you. Thank you for being part of this journey.
• •The 'Amazonia' Bracelet: Feel the pulse of the wild on your wrist. Carved from pure, organic Tagua—known as vegetal ivory for its beauty and durability—this bracelet is a statement of sustainable elegance. Lightweight, hypoallergenic, and ethically made, it’s the perfect accessory for the conscious woman.
• •(Video showing hands polishing a Tagua piece) "The magic of transformation. This is how a simple, natural Tagua nut becomes a treasure for you to wear. No factories, no rush. Just patience, passion, and respect for the material. ✨ #Artisanat #CoulissesDeLAtelier #EcoResponsable
• •Tired of jewelry that everyone else wears? Discover the soul of vegetal ivory. Corazón de Café offers you unique, handmade jewelry that respects the planet. For a limited time, find your unique piece and enjoy free shipping on your first order. Choose elegance. Choose ethical.