Brand Tone

Artistic, Personal, and Confident

Brand Values

• •Craftsmanship
• •Individuality & Boldness
• •Cultural & Natural Inspiration
• •Joyful Expression
• •Sustainability

Best Practices

• •Lead with the "Why": Always connect the product back to its inspiration (e.g., "Inspired by...", "A tribute to..."). This reinforces the brand's artistic and cultural values.
• •Use Evocative, Confident Adjectives: Consistently use words like "bold," "unique," "handcrafted," "artistic," and "confident" to describe the products and, by extension, the customer.
• •Tell a Micro-Story: In captions and descriptions, briefly touch on the story behind the piece —the material, the shape, the feeling it's meant to evoke. This elevates it from a product to a piece with a soul.
• •Emphasize the Personal Touch: Use "I" or "our studio" when appropriate to maintain the personal, creator-led feel of the brand. Remind customers that they are buying from a person, not a factory.
• •Keep it Clear and Concise: The brand's visual identity is strong and uncluttered. The copy should match. Avoid long, overly descriptive paragraphs. Use confident, impactful sentences that let the product's visuals do most of the talking.

Social Perception

Perceived as a niche, artisanal, high-quality, and artistic brand by a small, appreciative audience, with limited widespread recognition.

Copy Examples

• •Boldly formed. Inspired by the natural lines of a winding river. Our new handcrafted brass earrings aren't just an accessory; they're a statement. Wear art.
• •Channeling the spirit of Brazilian culture, the Marajó Necklace is a testament to confident design. Supple, repurposed leather meets hand-forged brass in a piece that is both earthy and modern. Each necklace is carefully crafted to bring a touch of unique joy and bold energy to your collection.
• •New from the studio: Wearable art, inspired by nature.
• •Your style is your own. Don't settle for the ordinary. Discover Karina Gesser's handcrafted jewelry and repurposed bags —unique pieces that blend cultural inspiration with confident, modern shapes. Find the joy in wearing something truly special.
• •Karina Gesser Jewelry is a celebration of bold forms and personal stories. Each piece is handcrafted in our studio, drawing inspiration from the art of nature and the energy of Brazilian culture. We create joyful, confident jewelry for those who live creatively.