Tono de Marca

Artisanal & Personal: The voice is that of the creator, "mico." It is intimate and shares the inspiration behind the work. Respectful & Cultural: The brand speaks about Ainu patterns with reverence and a clear intention to honor their origins. It is educational without being academic. Elegant & Understated: The tone is calm, sophisticated, and avoids loud, aggressive sales language. It lets the beauty of the craft speak for itself.

Valores de Marca

• •Cultural Heritage: The central value is the preservation and contemporary expression of Ainu culture and its distinctive patterns. The brand acts as a bridge between a rich history and modern aesthetics.
• •Craftsmanship: There is a profound commitment to meticulous, high-quality handiwork. Each piece is presented as a unique work of art.
• •Authenticity: The brand is transparently the work of a single artisan, creating a direct and honest connection with the audience.
• •Beauty in Simplicity: The designs and the brand's presentation champion a minimalist, refined aesthetic where tradition is the core element.

Mejores Prácticas

• •Always Prioritize the Story: Lead with the inspiration, the cultural significance, or the crafting process before focusing on the sale. The "why" is more important than the "what."
• •Use an Understated, Elegant Vocabulary: Choose words like "reimagine," "reflect," "handcrafted," "heritage," and "artisan" over common marketing buzzwords like "on sale," "best," or "amazing."
• •Maintain a Personal Voice: Continue to write from the perspective of "mico." Use "I" and "my" to describe the creative process. This reinforces the brand's authenticity and the personal connection with customers.
• •Educate Gently: When mentioning Ainu patterns, provide brief, respectful context. Explain the meaning of a motif or its origin. This adds value beyond the physical product and honors the culture.
• •Let the Visuals Lead: Your copy should complement the high-quality imagery, not compete with it. Keep captions concise and evocative, allowing the intricate details of the product photography to capture the initial attention. The text is there to add depth and meaning.

Percepción Social

Niche & Respected: Micoette is perceived as a high-quality artisan brand within a niche market. It is not a mass-market entity but is highly regarded by those interested in handcrafted jewelry, Japanese design, and indigenous art. Culturally Significant: The brand is seen as a participant in the broader movement of reviving and celebrating Ainu culture. Customers who purchase from micoette are likely not just buying an accessory, but a piece of art that tells a story and supports a cultural legacy. Aesthetic & Wearable: While culturally significant, the products are also seen as beautiful, modern, and highly wearable. The artisan successfully translates traditional motifs into contemporary fashion.

Ejemplos de Copy

• •The ‘moreu’ spiral, a traditional Ainu pattern, finds a new home in polished brass. Each line is carved with intention, echoing the ancient belief that these patterns protect the wearer. A small piece of history, reimagined for today. Available on the webshop.
• •From my small studio, I connect with the stories of my ancestors. My name is mico, and micoette is the voice I give to the threads and metals I work with. My hands trace the Ainu patterns I learned as a child, hoping to share their enduring spirit with you.
• •Introducing the ‘Shiknu’ (Living Earth) Collection. Inspired by the quiet strength of the Hokkaido landscape, this series combines the warmth of hand-stitched embroidery with the coolness of brass. Each piece is a quiet reflection on nature and heritage.
• •This week, the workbench was filled with the challenge of a new earring design. The process is slow and meditative—a conversation between the material and the pattern. It's in these quiet moments that a piece truly comes to life. Thank you for being a part of this journey.
• •More than an accessory. It’s a culture. Micoette brings the timeless beauty of Ainu patterns to modern, handcrafted jewelry. Discover design with a soul. Shop our collection.