Brand Tone

The brand's tone is poetic, naturalistic, and sincere. It communicates with a sense of reverence for nature and craftsmanship. The language used is evocative and aims to create an emotional connection, suggesting that each piece of jewelry tells a story. It is also aspirational and professional, highlighted by its participation in high-profile events like Paris Fashion Week.

Brand Values

• •Connection to Nature
• •Artisanal Craftsmanship
• •Storytelling
• •Authenticity and Passion
• •Global Vision

Best Practices

• •Lead with Nature: Always anchor the brand's narrative in its connection to the natural world. Use descriptive and evocative language that paints a picture of forests, mountains, flora, and fauna.
• •Emphasize "Handmade": Consistently use terms like "handcrafted," "artisanal," and "made by hand" to reinforce the value of the craftsmanship and the uniqueness of each piece.
• •Tell the Story: Frame products not just by their physical attributes but by the inspiration or story behind them. Whether from mythology or a personal memory, this adds depth and emotional value.
• •Use a Poetic and Sincere Voice: The tone should remain gentle, thoughtful, and authentic. Avoid overly aggressive sales language. The copy should feel like a shared secret or a whispered story.
• •Incorporate the Founder's Journey: Weave in the personal element of Consuelo Rivas's passion and her international achievements (like Paris Fashion Week) to build authenticity and brand authority. This creates a relatable human element behind the art.

Social Perception

The brand is perceived as a high-quality, artisanal jewelry line with a strong and authentic connection to its source of inspiration. It is seen as both an embodiment of Chilean natural beauty and a player on the international fashion stage. Customers and followers likely appreciate the unique designs and the story behind the brand. The founder is portrayed as a powerful and inspiring female entrepreneur.

Copy Examples

• •Capture the moment where the sky touches the earth. Our Aurora Collection, handcrafted in pure 950 silver, is inspired by that magical light. Wear a piece of the horizon. #ZulJoyas #HandmadeJewelry #NatureInspired
• •Jewelry that tells a story. At Zul, every piece is a tribute to the wild beauty of our world, from the smallest native flower to the vastness of the cosmos. Designed for those who seek to connect. Discover the story you'll wear.
• •More than an accessory, this is a talisman of the intricate beauty that surrounds us. Handcrafted with precision and care, this piece honors the delicate strength of [Insect Name]. Let it be a reminder of the magic hidden in plain sight.
• •Born from a love for the earth and the sky, Zul Joyas translates the poetry of nature into wearable art. Each piece is a handmade story, a memory of the wild, forged in silver by our founder, Consuelo Rivas. From the heart of Chile to the world, we invite you to carry a piece of nature with you.
• •A New Story from Nature Awaits...