Brand Tone

Elegant & Sophisticated, Handcrafted & Artisanal, Feminine & Empowering, Responsible & Conscious, Personal & Passionate, Playful & Trendy

Brand Values

• •Quality Craftsmanship
• •Sustainability & Responsibility
• •Female Empowerment
• •Individuality & Self-Expression
• •Fairness & Regionality
• •Timeless Elegance
• •Transparency

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., "Elegant," "Empowering," "Conscious," "Artisanal"), preferred vocabulary, and phrases to avoid. Share this with everyone creating content.
• •Storytelling is Key: Consistently weave the brand's narrative—founder's passion, handmade process, social workshop production, commitment to sustainability, and female empowerment—into all communications.
• •Emphasize "Handmade" and "Responsible": These are core differentiators. Regularly highlight the Viennese social workshops, high-quality natural materials, and sustainable practices in product descriptions, social media, and blog posts.
• •Focus on Empowerment and Individuality: Frame product benefits around how the jewelry makes the wearer feel confident, beautiful, and unique. Use language that uplifts and celebrates women.
• •Visual and Textual Harmony: Ensure that the sophisticated and artisanal feel of the photography and visual branding is mirrored in the copywriting. The language should evoke the same sense of quality, care, and elegance as the jewelry itself.

Social Perception

MASCHALINA is perceived as a high-quality, designer jewelry brand with a strong ethical compass. Customers appreciate the unique, handcrafted designs and the lightness and comfort of the statement earrings. The brand is recognized for its commitment to social responsibility by producing locally in Viennese social workshops. It has gained recognition in the fashion world, with mentions at Fashion Weeks and worn by celebrities. The founder, Mascha Lina Borodin, is seen as a passionate designer and a role model for female entrepreneurs. Collaborations, such as with Marionnaud, have increased its accessibility and visibility. The brand is viewed as a "slow fashion" advocate, creating durable pieces intended to last.

Copy Examples

• •Elevate your every day. Our feather-light statement earrings, meticulously handcrafted in Viennese social workshops, empower you to shine from within. Discover the art of responsible luxury. #MaschalinaDesigns #HandmadeJewelry #SustainableStyle #FemaleEmpowerment #ViennaMade
• •Drape your wrist in timeless elegance. The [Bracelet Name] bracelet features lustrous freshwater pearls, carefully selected and hand-strung by our artisans in Vienna. Each piece tells a story of conscious craftsmanship and enduring beauty, designed not just to adorn, but to empower. Responsibly sourced, lovingly made. #MaschalinaValues #ArtisanalJewelry #ConsciousLuxury
• •More Than Just Jewelry: Discover the Heart Behind Your MASCHALINA Piece. (Body Snippet): At MASCHALINA, every design is born from a passion for beauty and a commitment to fairness. Learn how our Viennese artisans pour their skill into creating jewelry that celebrates your individuality while supporting our community. #MadeInVienna #EthicalFashion #MaschalinaStory
• •Find your signature sparkle. From bold statement pieces to delicate everyday treasures, MASCHALINA offers responsibly handcrafted jewelry that’s as unique as you are. Made with love in Austria, designed to inspire confidence. Shop our new collection and enjoy complimentary eco-friendly shipping. #Maschalina #DesignerJewelry #EthicallyMade #UniqueEarrings
• •MASCHALINA is more than a label; it's a promise. A promise of exceptional quality, born from the skilled hands of Viennese artisans in social workshops. A promise of sustainable practices that honor our planet. And a promise to celebrate the power and beauty of every woman who chooses to wear our creations. This is jewelry with a soul. #MaschalinaJourney #ValuesDriven #HandcraftedWithPurpose