Brand Tone

Personal, Artistic, Serene, Professional, Elegant, Descriptive, Intimate, Approachable, and Authentic.

Brand Values

• •Artisanal Craftsmanship
• •Author-Driven Design
• •Chilean Origin
• •Timeless Elegance
• •Quality and Noble Materials

Best Practices

• •Always Mention "Handmade" and "Chile": These are your key differentiators. Ensure that phrases like "Hecho a mano en Chile," "Diseñado en Chile," or "Joyería de autor chilena" are present in your bios, key posts, and website homepage.
• •Tell the Story: Don't just sell a product; sell the art and the process behind it. Use storytelling to describe the inspiration for a collection or the careful selection of materials.
• •Use an Elegant and Personal Voice: Write as the artist, Ignacia Castillo. Use "I" to create a direct connection (e.g., "For this piece, I was inspired by..."). Keep the language sophisticated but warm and approachable.
• •Emphasize Uniqueness: Use words like "unique," "unrepeatable," "treasure," and "one of a kind" to reinforce the value of author-driven jewelry and differentiate it from mass-produced items.
• •Maintain Visual and Tonal Cohesion: Ensure that the tone of your copy matches the serene, clean, and artistic aesthetic of your photos and videos. The words and images should work together to create a cohesive and immersive brand experience.

Social Perception

The brand is perceived as highly positive, trustworthy, and beloved, largely due to its direct engagement with customers. Customers are drawn to the unique, handmade quality and the story behind each piece. The designer's active and personal presence on social media fosters a perception of authenticity and passion, making customers feel they are supporting a true artist.

Copy Examples

• •Art born from silence, handmade in Chile. Discover our new Patagonia collection, where silver and wild nature converge. Each piece is an unrepeatable story. Yours is waiting for you.
• •More than a jewel, a treasure. At IC JOYAS, each piece is designed and handcrafted by me, with love and dedication. Feel the delicacy of authentic author jewelry. Shop now.
• •They say magic doesn't exist. That's because they haven't seen the passion behind a handmade jewel. From my workshop in Chile to your hands. #HechoAMano #JoyeríaDeAutor #Chile
• •The Alsciaukat earrings are not just accessories; they are a statement of timeless elegance. Hand-embroidered with noble materials and bathed in gold, their design evokes the delicacy of nature. A unique jewel, designed and made in Chile to accompany you forever.
• •Subject: A Jewel with a Soul ✨ Hi [Customer Name], I believe that true beauty lies in the details. That's why I dedicate my time to creating unique jewelry that tells a story. I wanted to thank you for being part of this dream. Discover my latest creations, handmade just for you.