Brand Tone

personal, heartfelt, and artisanal

Brand Values

• •Craftsmanship & Artistry
• •Natural & Sustainable Materials
• •Originality & Uniqueness
• •Heritage & Colombian Roots
• •Responsibility & Creativity

Best Practices

• •Always Lead with the "Why": Start with the story. Whether it’s the brand's origin, the artisan's process, or the natural source of the material, this emotional connection is your strongest asset. Phrases like "Born in Colombia," "Handmade with love," and "From nature to you" reinforce your core identity.
• •Emphasize "Handmade" and "Artisanal": These are not just keywords; they are your brand's foundation. Use them consistently to set expectations for quality, uniqueness, and small-batch production. Avoid corporate or mass-produced language.
• •Weave in the Founder's Story: Personalize the brand by mentioning Martha Leuro and her vision. This builds trust and authenticity, making the brand more relatable than a faceless company. The butterfly metaphor is a powerful and unique brand asset that should be used where appropriate.
• •Educate on Materials: Briefly explain what Tagua seeds, cantaloupe seeds, or other materials are. This not only highlights their sustainable and natural qualities but also adds value and interest to the product, justifying its unique nature.
• •Maintain a Consistent Bilingual Voice (where appropriate): For broader US marketing (website, events), use English but retain key Spanish phrases or concepts that honor your brand's heritage. This bilingual approach can be a unique strength, signaling authenticity and cultural pride.

Social Perception

Perceived as a genuine small business rooted in cultural heritage, bringing Colombian artistry to a new audience. Seen as a positive contributor to the local economy and maker community, with a loyal local following.

Copy Examples

• •Each piece in our collection begins as a seed, a piece of wood, a gift from nature. Handcrafted by Colombian artisans, our accessories carry the warmth of the sun and the soul of a dream that began in 2005. Wear a story. Wear Leuro Handmade. #HandmadeJewelry #ColombianArtisans #SustainableFashion #UniqueAccessories #ShopSmall
• •The Catalina necklace is more than an accessory; it’s a piece of the Amazon rainforest. Carved from the Tagua seed, known as 'vegetable ivory,' each bead is a testament to nature's artistry. Ethically sourced and lovingly handmade by our partner artisans in Colombia, its vibrant color and smooth finish bring an elegant, earthy touch to any outfit. Find beauty in the details.
• •We believe in transformation. Like a caterpillar becoming a butterfly, Leuro Handmade was born from a dream in 2005. Founder Martha Leuro began in a small Colombian workshop, transforming natural materials like Tagua seeds and reclaimed wood into art. In 2017, we brought that dream to the U.S., carrying with us the mission to share the beauty of Colombian craftsmanship with the world. Every piece tells our story. Thank you for being a part of it.
• •Hi [Customer Name], have you ever wondered about the hands that made your Leuro Handmade piece? Our jewelry is a collaboration with incredibly talented artisans in Colombia who transform natural materials into wearable art. By choosing Leuro, you are supporting traditional crafts and empowering a community of creators. Explore our new arrivals and discover the heart behind every design.
• •Leuro Handmade is coming to the Olney Farmers Market! Come see, touch, and feel the natural beauty of our handmade Colombian accessories. From vibrant Tagua seed earrings to elegant necklaces, find the perfect unique piece for yourself or a loved one. We can’t wait to share our stories with you in person! Saturday, 9am - 1pm. #OlneyMD #ShopLocal #ArtisanMarket #LeuroHandmade