Brand Tone

Artisanal, Personal, and Evocative

Brand Values

• •Craftsmanship & Heritage
• •Storytelling & Memory
• •Sustainability & Mindful Consumption
• •Authenticity

Best Practices

• •Lead with the Story: Always connect the product back to the core brand narrative of memory, resilience, and human connection. Whether in a product description or a social media post, the story is the primary differentiator and should be woven in naturally.
• •Use Evocative and Sensory Language: Avoid generic descriptions. Instead of "blue and pink earrings," use the brand's established palette: "Laguna and Petal." Describe the feel of the cotton, the movement of the tassels, and the inspiration behind the color choices to create a richer, more immersive experience.
• •Emphasize "Handmade" and "Artisanal": Consistently use terms like "handcrafted," "artisan-made," "woven by hand," and "made in our Borneo studio." This reinforces the product's quality, uniqueness, and value, justifying its premium positioning compared to mass-produced items.
• •Maintain a Warm and Personal Tone: The voice of the brand is the founder's voice: authentic, warm, and slightly introspective. Write copy as if you are sharing a personal story with a friend. Use "we" and "I" to foster a direct connection with the audience.
• •Highlight Sustainable and Ethical Practices: In a market where consumers increasingly care about provenance, consistently mention the use of sustainable materials (organic cotton, recycled fibers) and the brand's ethical production ethos. This is not just a feature but a core value that should be part of the ongoing conversation.

Social Perception

High-quality, ethical, and meaningful artisan brand, valued for uniqueness, emotionally resonant, recognized as a sustainable leader, and community-engaged.

Copy Examples

• •Introducing the 'Sunrise' Collection. Inspired by the quiet moments just before dawn, each knot is a promise of a new beginning. Handcrafted from Peruvian Pima cotton in shades of Petal, Laguna, and Apricot. These are more than earrings; they are wearable stories of hope. Discover the collection through the link in our bio. #TaleeStudio #WearableStories #HandmadeJewelry #MindfulFashion
• •The Ania Knot Earrings. Intricately woven by hand, the Ania Knot was designed to represent transition and the beauty found in moments of change. Crafted from soft Egyptian cotton, its dramatic tassels move with a life of their own. A piece designed not by a sketch, but by feeling. Let it be a reminder of your own resilience and grace. #ArtisanMade #TaleeStudio #KnotsofStrength
• •Our story began with a knot. A simple, therapeutic act that reconnected a father and daughter. Today, every TALEE piece is an extension of that story. We don't follow trends; we weave memories. Our designs are handcrafted in our Borneo studio, using sustainable materials, turning moments of love, loss, and hope into timeless accessories that honor the past and celebrate the present. #Talee #HandmadeWithLove #MemoryKeepers
• •Fashion that feels good, inside and out. At TALEE, every accessory is handcrafted from sustainable materials like organic cotton and linen. We believe in creating beautiful things that honor both people and the planet. Choose jewelry with a story. Shop consciously. #SustainableFashion #EthicalBrand #TaleeStudio #MadeinMalaysia
• •Subject: A Story in Every Thread. // Hi [Customer Name], When I first started tying knots with my father, it was our way of holding onto memories. I never imagined it would become TALEE. This week, as we release a new batch of Bayu Knot earrings, I'm reminded of that journey. Each one is knotted by hand, infused with the same hope and strength that started it all. Thank you for being part of our story. With gratitude, Lorraine.