Brand Tone

personal, passionate, and approachable

Brand Values

• •Artisanal Craftsmanship
• •Affordability & Accessibility
• •Community Connection
• •Enduring Style

Best Practices

• •Always Write in the First Person: Continue using "I" and "my" to maintain the personal, artist-to-customer connection. This reinforces that the brand is a person, not a committee.
• •Use Approachable and Warm Language: Incorporate friendly and endearing words like "love," "passion," "cuties," and "favorites" to sustain the brand's approachable and charming personality.
• •Tell the Story Behind the Craft: In product descriptions and social posts, briefly mention the materials or the handcrafted process. This highlights the core value of artisanship.
• •Emphasize Durability and Timelessness: Consistently mention that the jewelry is made to be "worn for years," reinforcing the value of quality and enduring style over fast fashion.
• •Connect with the Community: When communicating online, regularly reference the in-person art fairs. This bridges the digital and physical presence and reinforces the brand's community-focused identity.

Social Perception

The brand is likely perceived as a local, trustworthy source for unique, handmade jewelry. Customers probably see Tina Lilja not as a faceless corporation, but as an individual artist. This perception is built on the personal story shared on the website and the in-person interactions at fairs. The aesthetic of the jewelry itself—combining materials like leather, stone, and metal—likely appeals to customers seeking a modern, slightly bohemian, and artisanal style.

Copy Examples

• •Artfully textured and crafted by hand, this leather cuff isn’t just an accessory—it’s a story waiting to be worn. Each impression on the supple leather is a mark of its unique journey, from my hands to yours. Wrap your wrist in a piece of wearable art.
• •Meet your new favorite earrings. Lovingly made with a mix of stone and glass beads, these 'cuties' are designed to add a playful touch of color to your day. Lightweight, unique, and perfect for any occasion.
• •Come say hello! I'll be at the [Art Fair Name] this weekend with my latest collection of handmade jewelry. I can't wait to share my new designs with you in person and help you find a piece you'll love for years to come.
• •It all started with a love for beads in 1991. For over two decades, I shared my passion for jewelry-making through my stores. Today, I’m still doing what I love: creating affordable, wearable art that brings a little joy to your everyday style. Every piece is handmade by me, with a little help from my family.
• •Handmade for You ✨ New Arrivals & Free Shipping. Discover the latest designs, fresh from my workbench. From everyday leather bracelets to elegant earrings, each piece is crafted with care to be your new go-to accessory. Enjoy free shipping on all orders over $40.