Brand Tone

Artistic & Handcrafted, Evocative & Storytelling, Authentic & Genuine, Whimsical & Mystical (with a touch of an edge), Personal & Passionate

Brand Values

• •Artisanship & Craftsmanship: Commitment to handcrafted, unique, and meticulously crafted pieces using traditional techniques.
• •Sustainability & Ethical Practices: Using recycled metals, sourcing locally, and aiming for minimal waste.
• •Individuality & Uniqueness: Catering to unique personalities and styles with distinct designs not found elsewhere. Offering "one-of-a-kind" pieces.
• •Quality & Durability: Using real materials like 14K gold, sterling silver, bronze, and genuine stones to create lasting, "heirloom" quality jewelry.
• •Inspiration from History & Nature: Drawing creative ideas from medieval periods, American Southwest traditions, and the beauty of the natural world (sky, stars, animals, forests).
• •Artistic Expression: Jewelry as a form of art, reflecting the founders' backgrounds and vision.

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., Artistic, Evocative, Authentic, Whimsical), preferred vocabulary (e.g., "handcrafted," "artisan," "lore," "whispers," "sustainable"), and words to avoid. Share this with anyone creating content.
• •Emphasize Storytelling: Instead of just listing features, weave narratives around the inspiration, the crafting process, or the feeling the piece evokes. Connect to the brand's core inspirations like history, nature, and artistry.
• •Highlight Artisanship and Authenticity: Consistently use terms that convey the handmade nature, the quality of materials, and the sustainable practices. Mention the Los Angeles origin and the artists behind the brand when appropriate.
• •Use Evocative and Sensory Language: Appeal to the imagination with descriptive words that paint a picture or create a mood, aligning with the mystical and historical themes. For example, instead of "nice ring," use phrases like "a legend forged in silver."
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (as seen on Instagram and the website). If the visuals are artistic and slightly moody, the copy should reflect that rather than being overly casual or corporate. The TikTok captions "Before the flame, there is the dream. Sketched in charcoal, painted in thought, shaped by hand and heart" are a good example.

Social Perception

High-Quality & Unique, Artistic & Distinctive, Bohemian & Edgy Appeal, Trusted & Sustainable, Personal Connection

Copy Examples

• •Instagram Post (New Ring): Whispers of ancient lore, cast in solid [Metal, e.g., Sterling Silver]. Our new ‘[Product Name]’ ring isn't just worn, it's experienced. Handcrafted in our Los Angeles studio, each detail is a testament to timeless artistry and the stories waiting to be told. Dare to carry a legend. ✨ #Montestruque #HandcraftedJewelry #ArtisanMade #UniqueRings #MedievalInspired
• •Facebook Ad (General Brand Awareness): Tired of the ordinary? Discover MONTESTRUQUE – where jewelry is an art form. Founded by artists Paco & Carolina, we handcraft each piece in LA using sustainable methods, recycled metals, and genuine gemstones. Inspired by history's grandeur and nature's soul. Find your unique heirloom today. [Link to Website] #MontestruqueJewelry #SustainableLuxury #ArtToWear #HandmadeInLA #BohemianStyle
• •Product Description (Website - Necklace): The 'Celestial Whisper' Necklace. Let the night sky drape around you. This handcrafted [Metal, e.g., Bronze] pendant, featuring a [Specific Stone/Motif, e.g., hand-etched moon phase], captures the magic of starlit heavens. Forged with passion and sustainable practices in Los Angeles, it’s more than an adornment – it’s a piece of the cosmos, uniquely yours. Length: [X] inches. Materials: [Metal], [Optional Stone]. #NatureInspiredJewelry #CelestialJewelry #HandmadeNecklace #Montestruque
• •Email Newsletter Snippet (Highlighting Values): At MONTESTRUQUE, every jewel begins with a story and a commitment. A commitment to art, to unique expression, and to our planet. We meticulously handcraft our pieces in Los Angeles, using recycled metals and locally sourced materials, ensuring that your treasure is both beautiful and mindful. Explore our new arrivals, born from passion and purpose. [Link to New Arrivals] #ConsciousLuxury #ArtisanJewelry #MontestruqueValues
• •Twitter/X Post (Engaging Question): If your soul was a piece of jewelry, what story would it tell? Ours speak of ancient tales, natural wonders, and the fire of creation. Discover jewelry with a voice at MONTESTRUQUE. Handcrafted. Sustainable. Unique. #WearYourStory #Montestruque #ArtJewelry #Handmade