Brand Tone

Artisanal, Heritage-Driven, Reverent, Traditional, Evocative, Personal, Familial, Confident, Proud, Elegant, Avant-Garde, Luxurious

Brand Values

• •Heritage & Craftsmanship: A multi-generational legacy of handmade quality, focusing on bespoke leather crafts and transforming vintage items.
• •Family: A father-daughter business emphasizing trust, continuity, and personal investment, fostering a connection with customers.
• •Exclusivity & Creativity: Commitment to unique, non-mass-produced, avant-garde designs, including the upcycling of vintage designer bags.

Best Practices

• •Always Lead with the Legacy: Every piece of copy should, in some way, connect back to the 1985 origin story, the family element, or the handmade process. This is the brand's strongest differentiator.
• •Use Storytelling Language: Instead of just listing features (e.g., "leather bag"), use evocative language ("a luxurious journey of exotic leathers," "subtle forms that can contain the whole universe... of a woman").
• •Emphasize "Handmade" and "California": These terms ground the brand, giving it a tangible, authentic, and high-quality feel. Specify that the factory is in Southern California to reinforce the "American Dream" narrative.
• •Maintain a Personal, Familial Tone: Use "we," "our," and "family." When appropriate, refer to "Sergio and his daughter Cookie." This makes the brand approachable and trustworthy.
• •Clearly Distinguish the Brand: Given the existence of the TCG company with the same name, it is crucial that marketing materials for the leather goods brand are specific. Using hashtags like #HandmadeLeather, #LeatherGoods, and #CaliforniaMade can help differentiate their social media presence and attract the correct audience.

Social Perception

Excellent, Respected, High-Quality. Customers perceive the brand as providing special, high-quality items directly from a passionate family, valuing the personal touches like handwritten notes.

Copy Examples

• •From our family's hands to yours. The new Luciana Purse isn't just a bag; it's a story of heritage, crafted from the finest Argentine leather and finished with the care of two generations. Carry a piece of our legacy. #SergiosCollection #HandmadeLeather #FamilyBusiness #LuxuryCraft
• •Your Forever Bag Awaits. Tired of trends that fade? Since 1985, Sergios Collection has crafted timeless leather goods that last a lifetime. We don't just make purses; we build on a legacy. Discover our workshop's latest creations, handmade in Southern California. Your story deserves a bag that can keep up.
• •More Than a Brand: A Family Tradition. It started with Señor Sergio Garcia's dream in 1985. Today, it continues with the same passion for leather, the same eye for avant-garde design, and the same commitment to you. Welcome to Sergios Collection.
• •A Touch of Heritage | The 2025 Collection is Here. Explore pieces where every stitch tells a story. Discover the new collection, born from decades of artisanal passion and designed for the modern woman.
• •They say things aren't made like they used to be. (Video cuts to a finished, beautiful handbag) We do. Craftsmanship isn't a buzzword; it's our entire story. Since 1985. #LeatherCraft #Artisan #HowItsMade #SergiosCollection