Brand Tone

Storytelling, Appreciative & Respectful, Passionate & Enthusiastic, Curated & Discerning, Wanderlust-Driven & Adventurous, Friendly & Approachable

Brand Values

• •Uniqueness & Authenticity
• •Support for Artisans
• •Storytelling & Cultural Preservation
• •Discovery & Travel
• •Quality Craftsmanship
• •Giving Back
• •Conscious Consumption

Best Practices

• •Lead with the Story: Always look for opportunities to weave in the narrative behind a product – the artisan, the technique, the place of origin, or Jen's discovery journey. This reinforces the brand's core differentiator.
• •Use Evocative and Sensory Language: Describe items in a way that transports the reader and highlights the craftsmanship. Words like "hand-selected," "artisan-made," "intricate," "vibrant," "soulful," and "unique" align well.
• •Maintain a Personal and Passionate Voice: Reflect Jen Jedda's enthusiasm for travel, discovery, and the artisans she works with. Use "I" and "we" to create a connection, as seen in the "About Us" and blog posts.
• •Emphasize Uniqueness and Scarcity (Authentically): Highlight that many items are one-of-a-kind or available in small quantities, reinforcing their special nature.
• •Show, Don't Just Tell, the Values: Instead of simply stating "we support artisans," share specific examples or brief stories about the artisans or the impact of a purchase. Consistently mention the "giving back" aspect where appropriate.

Social Perception

Positive & Admiring, Trusted Curator, Associated with Quality and Uniqueness, Ethically Minded, Aspirational

Copy Examples

• •Headline: Discover a Story in Every Stitch: Artisan-Made Treasures, Handpicked for You. Body: More than just an accessory, each piece at JJ Caprices carries the heartbeat of its creator and the soul of its origin. Journey with us and wear a tale of global craftsmanship. Find your unique treasure today. Call to Action: Explore the Collection
• •Headline: Beyond Mass-Produced: Embrace the Beauty of Handcrafted. Body: Tired of the same old styles? At JJ Caprices, we travel the world to bring you unique, handcrafted jewelry and decor, each with a story as captivating as its design. Support artisans, celebrate tradition, and express your individuality. Call to Action: Shop One-of-a-Kind
• •Headline: Fuel Your Wanderlust (Without Leaving Home). Body: Let our curated collection transport you. From the vibrant markets of Mexico to the serene villages of Bhutan, Jen Jedda personally selects each piece, infusing JJ Caprices with the spirit of adventure and the beauty of global artistry. Call to Action: Start Your Journey
• •Headline: The Perfect Gift? A Story She'll Cherish. Body: Give more than just an object. Give a piece of the world, a testament to skilled hands, and a story that resonates. Our hand-selected artisan gifts are perfect for those who appreciate beauty, meaning, and the art of discovery. Call to Action: Find Meaningful Gifts
• •Headline: Wear Your Values: Unique Finds That Empower Artisans. Body: At JJ Caprices, every purchase makes a difference. We partner directly with global artisans, ensuring fair compensation and celebrating their incredible talent. Choose jewelry and decor that not only looks beautiful but feels good to own. Call to Action: Shop Ethically, Shine Uniquely