Brand Tone

Artisanal, Passionate, and Worldly

Brand Values

• •Authenticity & Craftsmanship
• •Storytelling
• •Female Empowerment
• •Uniqueness

Best Practices

• •Always Lead with the Story: Whether it's the origin of the beads, the inspiration for a collection, or Francesca's personal journey, storytelling should be the foundation of all copy.
• •Use "Artisanal" Language: Consistently use words like "handcrafted," "handmade," "designer," "original," "unique," and "one-of-a-kind" to reinforce the brand's core value of craftsmanship.
• •Highlight the "Where": Mention the geographic origins of the materials (Venice, Prague, Maine) whenever possible. This strengthens the "worldly" aspect of the brand tone and adds tangible value.
• •Maintain a Personal Voice: Write in the first person ("I," "my") when appropriate, especially in emails and social media, to maintain the direct connection between the artist and the customer. The brand is Francesca.
• •Focus on the Wearer's Feeling: Connect the jewelry to the customer's identity and emotions. Use empowering language that speaks to confidence, style, and individuality, in line with the brand's stated mission.

Social Perception

Within its niche, the perception is positive, centered on the jewelry's unique, handmade quality. The brand is seen as a personal, artistic endeavor rather than a corporate entity, and the satisfied customer base values the product's artistry and the direct connection to the designer.

Copy Examples

• •From the canals of Venice to your collection. Each bead in our new Venetian Glass necklace is a whisper of Italian artistry, handcrafted into a story you can wear. Designed for the woman who carries the world with her. Discover the collection – link in bio. #VenetianGlass #HandmadeJewelry #FrancescasBeadedDesigns #ArtisanJewelry #WearableArt
• •More Than Jewelry. It's a Journey. Explore original designs by Francesca Gilman, crafted with hand-sourced beads from around the globe. Find the piece that tells your story. [Shop Now]
• •Wear a Piece of the World. You're not one for the ordinary. Your style tells a story. At Francesca's Beaded Designs, we search the world for unique beads—from Czech glass to New England sea glass—and handcraft them into one-of-a-kind jewelry. Find your next conversation starter. Shop Original Designs
• •Embrace the soul of the New England shore with this one-of-a-kind sea glass bracelet. Each piece of glass is a genuine treasure, tumbled by the ocean and collected by hand from the coast of Maine. Francesca has carefully set it alongside shimmering Swarovski crystal accents to create a design that is both rustic and radiant. A truly original piece for the modern mermaid.
• •It all started with a love for shiny, pretty things and a life-changing dozen years in Florence, Italy. Hi, I'm Francesca. Every piece of jewelry you see here is an extension of my journey. I personally source the beads, from the vibrant markets of Europe to the shores of New England, and design each piece by hand in my studio. My mission is to create something that makes you feel confident and unique. Thank you for being a part of this story. [Explore My Favorite Designs]