Brand Tone

approachable, passionate, and artisanal

Brand Values

• •Handcrafted Quality
• •Family & Heritage
• •Eco-Consciousness
• •Functional Beauty
• •Support for Small Business

Best Practices

• •Lead with Passion and Personality: Always infuse the copy with the passion behind the craft. Use "I" and "we" to maintain a personal connection, telling the story of the maker behind the products.
• •Highlight "Handcrafted" and "Unique": These are core attributes of the brand. Consistently use terms like "handcrafted," "handmade," "small-batch," "one-of-a-kind," and "slow-made" to reinforce the value of the products.
• •Emphasize Sustainable Materials: Mentioning "Jesmonite" and its "eco-friendly" properties is a key differentiator. Briefly explaining what it is can educate and engage customers who value sustainability.
• •Connect to the Inspiration: Regularly reference the Italian design inspiration and the personal story behind the brand's name. This adds emotional depth and makes the brand more memorable than a generic decor store.
• •Balance Elegance with Function: Use descriptive and slightly elegant language (e.g., "timeless," "elegant," "beautifully designed") while always grounding the products in their practical use (e.g., "perfect for your keys," "a home for your jewelry," "stylish and practical").

Social Perception

Siena Style is perceived as a high-quality, artisanal brand that offers unique and beautiful home decor. Customers and online articles often highlight the "handcrafted" and "Italian-inspired" nature of the products. The owner, Kara Vitale, is presented as the creative force behind the business, which adds a layer of authenticity and trustworthiness. The brand is seen as a local gem in the Calgary/Airdrie, Alberta area. Positive sentiment is centered around the aesthetic appeal of the products, their uniqueness as gifts, and the use of sustainable materials like Jesmonite.

Copy Examples

• •Elegance in every curve. Our Swirl Double Tray, handcrafted from eco-friendly jesmonite, is designed to be the perfect home for your most-loved treasures. Each piece is mixed, poured, and sealed by hand in our Airdrie studio, making it truly one-of-a-kind. Style meets function, beautifully.
• •From a love for Italian art to a passion for creating, Siena Style is a story of family, inspiration, and craft. My name is Kara, and my hands are behind every piece you see. Inspired by my daughter, Siena, and a love for Italian design, I pour my heart into making decor that’s both beautiful and practical. Thank you for supporting this dream and bringing a piece of it into your home.
• •Handcrafted Homeware. Inspired by Italy, Made in Canada. Discover unique, eco-friendly decor, slow-made with love to bring a touch of timeless style to your space.
• •A little something new, handcrafted just for you ✨
• •Siena Style was born from a blend of two worlds: the raw, industrial nature of concrete and the timeless elegance of Italian design. We believe that the items in your home should tell a story. That’s why we handcraft every tray, dish, and decor piece in small batches, using sustainable materials like jesmonite. Our creations are more than just objects; they are a celebration of artistry, family, and the simple beauty of a well-loved space.