Brand Tone

Artisanal, Personal, and Evocative

Brand Values

• •Craftsmanship & Tradition
• •Uniqueness & Personalization
• •Passion & Creativity
• •Quality & Preciousness
• •Neapolitan Heritage

Best Practices

• •Lead with Storytelling: Always frame products within a narrative, whether it’s the inspiration behind a collection, the history of the technique, or the collaborative process with a client. Stories elevate the jewelry beyond a simple object.
• •Use Sensory and Emotive Language: Describe the jewelry in a way that appeals to touch, sight, and emotion. Use words like 'sculpted,' 'forged,' 'whispers,' 'sentimental,' 'passion,' and 'soul' to create a deeper connection.
• •Emphasize the Artisan, Not Just the Brand: Keep Sara at the forefront. Use 'I' and 'my' in communications to reinforce the personal, hands-on nature of the work. Phrases like 'From my hands to yours' or 'I create with you in mind' maintain the personal tone.
• •Highlight the 'Cera Persa' (Lost-Wax) Technique: Consistently mention this ancient and intricate process. It reinforces the values of tradition, skill, and craftsmanship, positioning the brand as a guardian of a rare art form.
• •Create a Lexicon of Brand Keywords: Develop a list of on-brand words (e.g., 'Artisanal,' 'Sentimental,' 'Unique,' 'Naples,' 'Handmade,' 'Sculpted,' 'Timeless,' 'Story') and weave them into all copy for a cohesive and recognizable voice.

Social Perception

Sara Lubrano Gioielli Artigianali is perceived as a high-end, authentic artisan brand, a 'little jewel box' where passion and art converge. Sara herself is viewed as a highly skilled and personally engaging master artist, trusted for creating timeless, meaningful heirlooms for significant life events like weddings, rather than mass-market accessories.

Copy Examples

• •From the heart of Naples, a new story takes shape. Introducing the 'Driadi' collection, where ancient myths are forged in silver and whisper tales of the forest. Each piece is born from fire and feeling, meticulously handcrafted with the lost-wax technique to be as unique as the soul who wears it. Discover the magic. #SaraLubrano #ArtisanalJewelry #LostWax #HandmadeInNaples #SentimentalJewelry
• •A symbol of abundance and rebirth, the pomegranate comes to life in these sterling silver earrings. Each tiny seed is sculpted by hand using the ancient 'cera persa' art, creating a texture that feels both ancient and alive. These are not merely earrings, but a wish for prosperity to carry with you—a piece of Neapolitan passion, designed to become part of your story.
• •Sara Lubrano | Artisan Jeweler. In my Naples atelier, I transform stories into sentimental jewels using the ancient lost-wax technique. Each piece is a unique creation of gold, silver, and soul. Your story, my craft. ✨
• •A personal invitation to witness art being born... Dear [Customer Name], In the quiet moments of my workshop, where wax meets flame, new ideas are taking shape.
• •Unique, sentimental pieces forged with the ancient lost-wax technique. Co-create your own timeless jewel. Book a consultation in our Naples atelier.