Brand Tone

The predominant tone is aspirational, respectful, and narrative, characterized by reverence for traditions and artisans. It is elegant, evocative, educational, warm, and personal, especially concerning the brand's social mission.

Brand Values

• •Ethical Responsibility and Fair Trade
• •Cultural Preservation
• •Community Empowerment
• •Authenticity and Craftsmanship
• •Social Impact

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core mission. Whether in a short caption or a detailed description, the story of cultural preservation and ethical empowerment should be the foundation.
• •Use Evocative, Sensory Language: Employ descriptive words that evoke the textures, colors, and landscapes of Colombia. Terms like "sacred," "ancestral," "wisdom," "legacy," and "spirit" align with the brand's respectful tone.
• •Spotlight the Artisans: Regularly feature the stories, names, and faces of the artisans (with their permission). This reinforces the human connection and the brand's commitment to its community, moving beyond a generic "artisan-made" label.
• •Educate, Don't Just Sell: Use copy to inform the audience about the meaning behind the patterns, the time it takes to create a piece, and the cultural context of the products. This adds value and justifies the premium nature of the items.
• •Maintain a Tone of Reverence and Gratitude: In all communications, from customer service emails to social media posts, express gratitude to both the artisans for their craft and the customers for their support. This reinforces the perception of a brand built on respectful partnerships.

Social Perception

Tejidos Sagrado is perceived as a high-end, ethical fashion brand. Customers view it as an opportunity to support a meaningful cause and acquire unique, story-rich art. The brand is seen as authentic and transparent in its mission to support indigenous artisans, and its association with social impact and female entrepreneurship solidifies its reputation as a responsible, purpose-driven company.

Copy Examples

• •Woven not just with threads, but with stories. The new Apuna bag carries the legacy of the Wayuu artisans, a testament to a craft passed down through generations. Each pattern tells a story of the sun, the sand, and the spirit of La Guajira. Carry a piece of this sacred art. #TejidoSagrado #ArtisanMade #CulturalHeritage
• •More Than an Accessory. It's a Connection. Discover our collection of handcrafted treasures and support the artisan women who weave their heritage into every piece. Shop with purpose.
• •Dear friend of Tejido Sagrado, This month, through our 'Tejiendo Sociedad' program, we were able to provide three new looms to our partner artisans in the Sierra Nevada. This is possible because of you. See the impact of your support and discover the latest arrivals your purchase helps to create.
• •The magic is in the making ✨ Watch as threads of vibrant color are transformed into a unique Bohemia bag. This isn't just fashion, it's a legacy of skill and soul. #Handmade #Weaving #Artisan #SlowFashion #Colombia
• •The Bohemia Handbag is a celebration of intricate design and ancestral wisdom. Hand-crocheted by a single artisan over a period of 15 days, its geometric patterns are a visual language unique to the Wayuu culture. This bag is not just a beautiful accessory; it is a wearable piece of history, crafted with respect for the earth and for the hands that made it.