Brand Tone

Personal, Empowering, and Elegantly Playful.

Brand Values

• •Authentic Craftsmanship
• •Quality and Durability
• •Sustainability
• •Female Empowerment and Community
• •Customer-Centric Service

Best Practices

• •Lead with the 'Why': Always connect the jewelry back to the brand's core values. Don't just sell a ring; sell 'empowerment.' Don't just sell a necklace; sell 'playful elegance' and 'authentic craftsmanship.'
• •Maintain the Personal Touch: Use 'I' and 'my' when speaking from the founder's perspective (e.g., in newsletters or the 'About' section). In product descriptions and ads, use 'we' to foster a sense of a dedicated studio team, but always keep the tone warm and approachable, not corporate.
• •Emphasize 'Handmade in Sweden': This is a key differentiator. Mentioning the Lidingö studio reinforces the values of craftsmanship, quality, and authenticity. It adds a story and a sense of place to the products.
• •Balance 'Playful' and 'Elegant': Use descriptive language that captures both sides of the brand. Pair words like 'classic,' 'timeless,' and 'sophisticated' with 'vibrant,' 'playful,' and 'colorful' to consistently reflect the brand's unique style.
• •Leverage Social Proof: Continue to feature celebrity sightings and positive customer testimonials in marketing copy. Phrases like 'As seen on...' or quoting a customer review builds credibility and reinforces the brand's desirability.

Social Perception

Sandra Teresa is perceived as a high-quality, authentic, and stylish independent brand. It is viewed as offering beautiful, unique, and well-crafted jewelry with personal, fast, and highly accommodating service. Its visibility on Swedish celebrities has given it a trendy and desirable status, and the founder is recognized as a successful and creative entrepreneur within her local business community.

Copy Examples

• •Wear your power. Our iconic 'Boobs' ring isn't just a statement piece—it's a symbol of strength, handcrafted for every power woman. As seen on the incredible Carina Berg, this is more than jewelry. It's a movement. Available in gold and silver. #SandraTeresa #GirlPower #HandmadeJewelry
• •Classic elegance with a playful twist. This handmade necklace features a vibrant cascade of semi-precious stones, each chosen for its unique beauty. Designed in our Lidingö studio, it's the perfect piece to brighten your everyday look or add a sophisticated pop of color to your evening wear. Timeless design, made to last a lifetime.
• •From politics to passion. Sandra Teresa started with a dream in a small studio and a belief in the power of handmade beauty. Every piece I design carries a story of transformation and a love for craftsmanship. Thank you for being part of this journey. Discover the collection and find the piece that tells your story.
• •Your jewelry, your way. Fell in love with a necklace but need a different length? Desire a custom fit for that perfect bracelet? Since each piece is handmade in our studio, we can create it just for you. Contact us for bespoke sizing and make it uniquely yours.
• •Give a gift that feels personal. Handcrafted in Sweden, Sandra Teresa jewelry combines playful design with timeless elegance. From vibrant gemstone earrings to meaningful statement rings, each piece is delivered in an exclusive box, ready to delight. Shop unique gifts for the ones who make your world shine.