Brand Tone

Elegant & Sophisticated, Confident & Empowering, Modern & Stylish, Conscious & Responsible, Passionate & Individualistic

Brand Values

• •Quality & Craftsmanship
• •Elegance & Design
• •Comfort
• •Sustainability & Ethical Production
• •Female Empowerment
• •Individuality & Self-Expression
• •Inclusivity & Diversity

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the core brand values (Elegance, Quality, Sustainability, Empowerment, Individuality), personality traits (Sophisticated, Confident, Conscious, Passionate), preferred vocabulary (e.g., "artisanal," "meticulously crafted," "empower," "conscious luxury"), and a "do's and don'ts" list for communication. This guide should be the single source of truth for anyone creating content.
• •Prioritize "Elegant Empowerment": Ensure all copy, from website descriptions to social media captions, reflects both the sophistication of the design and craftsmanship, and the empowering feeling the shoes should give the wearer. Use language that is polished but also inspiring and self-assured.
• •Highlight Sustainable Luxury Consistently: Weave in the brand's commitment to Italian craftsmanship, 100% leather, and ecological/sustainable practices naturally within product stories and brand messaging. This shouldn't be an afterthought but an integral part of the value proposition, appealing to the conscious consumer without sacrificing the luxury feel.
• •Tell the Story Authentically: Share Cláudia Madaleno's journey, the inspiration behind the designs (travels, her grandmother), and the move to Italian artisans. Authentic storytelling builds connection and reinforces the passion and individuality of the brand.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns seamlessly with the visual elements used on the website, social media, and marketing materials. If the imagery is luxurious and sophisticated, the language must match. This creates a holistic and immersive brand experience. Regularly audit content across all platforms to ensure consistency.

Social Perception

Luxury and Quality, Stylish and Fashion-Forward, Emerging Designer Brand, Conscious Choice, Focus on Feminine Strength and Style

Copy Examples

• •Headline: Sarah Maier: Italian Craftsmanship. Effortless Elegance. Consciously Created. Body: Step into a world where timeless style meets sustainable luxury. Each pair of Sarah Maier shoes is meticulously handcrafted in Italy from the finest leathers, designed to empower your every stride with confidence and grace. Discover footwear that doesn’t just complement your look—it defines it.
• •Social Media Post (Image: Woman confidently walking in Sarah Maier heels on a city street): Text: Embrace your power, one elegant step at a time. Our Italian-made leather heels are more than just an accessory; they're a statement of strength and sophisticated style. Crafted with passion and sustainable practices. #SarahMaier #LuxuryFootwear #SustainableFashion #EmpoweredWomen #MadeInItaly
• •Product Description (for a new sandal collection): Text: Introducing the 'Riviera' Sandal: Where sun-kissed days meet artisanal excellence. Hand-finished by master Italian shoemakers using eco-conscious materials, the Riviera embodies comfort, chic design, and the free spirit of summer. Elevate your moments with Sarah Maier.
• •Email Subject: Discover Your Signature Style: The New Collection by Sarah Maier Has Arrived. Body: Dear [Customer Name], Indulge in the artistry of authentic Italian shoemaking. The latest Sarah Maier collection is a celebration of refined design, luxurious comfort, and our unwavering commitment to sustainable practices. Find the pair that speaks to your unique elegance and walk with renewed confidence. Explore now.
• •Brand Story Snippet for Website: Text: Born from a passion for travel and a tribute to timeless female strength, Sarah Maier was founded in 2020 by Cláudia Madaleno. We believe in the transformative power of beautifully crafted footwear, a meticulous blend of Italian artisanal tradition and contemporary vision, always with respect for our planet. Each piece is an invitation to express your truest self with elegance and conviction.