Brand Tone

Artisanal & Sophisticated, personal, story-driven, elegant, evocative, passionate, and authentic.

Brand Values

• •Craftsmanship & Quality
• •Uniqueness & Individuality
• •Artistic & Personal Expression
• •Connection to Nature & Architecture

Best Practices

• •Lead with the 'Why': Always connect the jewelry back to the story—whether it's Karla's journey, the inspiration behind a collection (nature, architecture), or the personal story of the future wearer.
• •Use Sensory and Evocative Language: Employ words that convey texture, process, and emotion. Terms like *forged, sculptural, luminous, tactile, hand-carved, and earthy* are more powerful and aligned with the brand than generic adjectives.
• •Emphasize Scarcity and Uniqueness: Consistently use phrases like 'one-of-a-kind,' 'hand-selected gemstone,' and 'small-batch' to highlight the exclusivity and artistic value of the pieces, justifying a premium price point.
• •Speak Directly to Her 'Fiercely, Feminine Strength': Acknowledge the multifaceted nature of the target customer—her strength, softness, professionalism, and creativity. Write copy that empowers her and validates her desire for meaningful self-expression.
• •Maintain the Artist's Voice: When appropriate (blogs, emails, about page), write from Karla's first-person perspective. This builds an authentic connection and reinforces that customers are buying from a passionate artist, not a faceless company.

Social Perception

Overwhelmingly positive, positioning the brand as a source of high-quality, distinctive artisan jewelry with a unique aesthetic that blends organic finishes and contemporary design, fostering a strong personal connection with the artist.

Copy Examples

• •From my studio in Santa Fe, an untold story begins. It starts with fire, sterling silver, and a hand-selected stone that holds its own magic. Each mark and texture is a word in a new language, waiting to become a part of yours. This is more than jewelry; it's an alchemical process of breathing life into art. #KarlaHackmanDesigns #ArtisanJewelry #WearableArt #Metalsmith #Storytelling
• •The Meridian Pendant - Sterling Silver & 18k Gold. Where architectural lines meet organic soul. The Meridian Pendant features a hand-pierced sterling silver form that dances around a luminous 18k gold accent, anchored by a deep blue lapis lazuli. Inspired by the clean geometry of modern design yet softened by a textured, organic finish, this piece tells a story of balance and quiet confidence. A wearable sculpture for the woman who charts her own course.
• •Subject: Unveiling The Garden Collection | Your story, forged in silver. Headline: Inspired by Childhood Memories, Crafted for Your Present. The new Garden Collection has arrived—sculptural designs that capture the wild, beautiful chaos of nature in sterling silver and gold.
• •Headline: Your Jewelry Should Be as Unique as Your Story. Body: Tired of mass-produced accessories? At Karla Hackman Designs, every piece is handcrafted to celebrate your individuality. Discover artisan jewelry that blends refined elegance with an organic soul. For the one-of-a-kind beauty with standout style. Shop the collection and find the piece that speaks to you. Call to Action: Shop Now
• •Main Headline: Artisan Jewelry That Tells Your Story. Sub-headline: Sculptural designs in mixed metals, featuring one-of-a-kind gemstones. Elegant. Refined. Organic. This is jewelry for you.