Brand Tone

Artistic, personal, passionate, authentic, storytelling-focused, inclusive, feminist, approachable, and principled.

Brand Values

• •Artistic Expression and Originality
• •Handcrafted Quality
• •Sustainability and Local Production
• •Inclusivity and Feminism
• •Personal Connection

Best Practices

• •Emphasize the "Why": Always connect the products back to the brand's core values of artistic expression, sustainability, and inclusivity. Explain the inspiration behind collections and the conscious choices made in production.
• •Tell a Story: Use storytelling to create an emotional connection with the audience. Share the stories behind the designs, the creative process, and the people involved in the brand.
• •Use an Inclusive and Empowering Tone: Ensure that all copy reflects the brand's feminist and inclusive values. Use gender-neutral language where appropriate and celebrate individuality and self-expression.
• •Highlight the "Handmade" and "Local" Aspects: Consistently remind customers of the unique value of handcrafted, locally made products. This sets the brand apart from mass-produced competitors.
• •Maintain a Consistent Visual and Verbal Identity: The artistic and colorful nature of the products should be reflected in the visual content that accompanies the copy. The tone of voice should remain consistent across all platforms, from the website to social media to customer communications.

Social Perception

Perceived as a niche, artistic brand with a strong local identity. Appreciated for originality, quality, sustainability, and as a significant player in the Canarian fashion scene. It's seen as a brand combining traditional craftsmanship with contemporary design and social values, appealing to individuals valuing unique, non-mass-produced items and cultural issues.

Copy Examples

• •Dare to dream with our new 'Surreal' collection. Each piece is a handcrafted journey into the subconscious, designed to adorn your reality with a touch of the extraordinary. Wear art. Be the canvas.
• •Fashion that feels good, inside and out. Our garments are made in Tenerife with OEKO-TEX certified fabrics and water-based inks, because we believe in a style that respects our planet. #SustainableFashion #MadeInTenerife
• •Pendientera is more than a brand; it's a statement. Born from the passion of designer Luz Sánchez Aguilar, each piece is a celebration of art, individuality, and feminist values. We believe in fashion without rules and accessories that tell your story.
• •Blur the lines with our 'Art Deco SXXI' brooch. A bold statement piece for any style, any identity. Because true style knows no gender. #GenderlessFashion #JewelryForAll
• •Your new favorite piece of art is waiting for you. For a limited time, enjoy 20% off our handcrafted collections. Find the design that speaks to you and let your style shine.