Brand Tone

Artisanal, personal, confident, grounded, and authentic, focusing on honesty, craftsmanship, and practical beauty.

Brand Values

• •Craftsmanship: Quality, honest products, handcrafted stitch by stitch.
• •Authenticity: An alternative to mass-produced luxury, rooted in the founder's personal story.
• •Timeless Functionality: Designs that are timeless and functional for everyday use.
• •Female Empowerment: Woman-owned and sewn, creating designs that empower women to feel beautiful and confident.
• •American Made: Products handmade in a small studio in Hawai'i.

Best Practices

• •Lead with the Maker's Story: Always connect the product back to its origin. Use phrases like "From Vicki's studio to you," "Woman-owned and sewn," or "The art of the everyday bag" to reinforce the brand's personal, artisanal identity.
• •Use Sensory and Evocative Language: Describe the products in a way that the customer can almost feel them. Use terms like "supple leather," "rich texture," "sensuous qualities," and "buttery soft" to create a tactile experience through words.
• •Emphasize Longevity Over Trends: Frame the bags as long-term companions. Use copy that speaks to durability and timelessness, such as "a companion for your journey," "gets better with age," and "designed to stand the test of time."
• •Focus on "Functional Beauty": Consistently pair practical attributes with aesthetic descriptions. For example, "A spacious interior wrapped in a timeless silhouette" or "Designed for hands-free convenience, crafted for enduring style."
• •Maintain a Confident, Understated Tone: The brand's strength is its authenticity. Avoid hyperbole and jargon. The copy should be clear, direct, and proud, letting the quality of the product and the integrity of the brand speak for themselves, as an alternative to "name-brands and high price tags."

Social Perception

Perceived as a high-quality, artisan-led business with beautiful, unique handmade products. Customers value the quality, craftsmanship, and the brand's stylish yet practical appeal, appreciating the personal story behind it.

Copy Examples

• •The Devyn Shoulder Bag isn't just carried; it's worn. Handcrafted from supple, full-grain leather that gets better with every year, this bag is designed for the life you live. Its spacious interior holds everything from your daily essentials to your latest book, while the timeless design ensures it will never be just a passing trend. This is your forever bag, handmade with pride in our Hawai'i studio.
• •We're not about big logos or high-fashion pretense. We're about the feel of real leather in your hands. We're about a bag that works as hard as you do. Vicki Jean Leather Design Co. was born in a small studio from a desire to create something honest and beautiful. Every stitch is a promise of quality, from our hands to yours.
• •Tired of bags that fall apart after one season? Invest in a story, not a status symbol. Our leather bags are handcrafted in the USA, designed for timeless style and everyday function. Go hands-free with a crossbody or carry it all in one of our totes. Discover the difference that real craftsmanship makes.
• •Give a gift that tells a story. Each Vicki Jean bag is a one-of-a-kind piece of functional art, handcrafted in our Hawai'i studio. From hand-painted clutches to our classic leather totes, you’re giving more than a bag—you’re giving a future heirloom.
• •Functionality is beautiful. Quality is timeless. Your everyday bag, handcrafted to last a lifetime.