In one embodiment, a method includes determining an ornamental pattern to be transferred to a substrate. The ornamental pattern is specific to a particular user, and one or more parameters of the ornamental pattern are based at least in part on social-graph information of the user. The method also includes generating one or more instructions for controlling a laser-treatment system to transfer the ornamental pattern to the substrate; sending the instructions to the laser-treatment system to transfer the ornamental pattern to the substrate; and transferring the ornamental pattern to the substrate.