Brand Tone

Aspirational & Trendy, Youthful & Playful, Visually Driven & Descriptive (Light), Direct & Simple, Community-Oriented (on social media)

Brand Values

• •Aesthetics & Style: Prioritizing visually appealing, Instagrammable, and trendy designs for home and personal spaces.
• •Trend-Consciousness: Offering products that are currently popular or "viral" online.
• •Creating Ambiance: Focusing on how products contribute to a desired mood or atmosphere (e.g., cozy, ambient, whimsical).
• •Accessibility (in terms of trend adoption): Making trendy decor items available to a broader audience.
• •Customer Convenience (Stated): Offering free worldwide shipping and easy returns (though execution is a point of mixed feedback).

Best Practices

• •Stay Visually Inspired: Always connect the copy back to the aesthetic and visual appeal of the products. Use descriptive words that evoke the feeling and look the products aim to achieve (e.g., "dreamy," "glowing," "soft," "playful," "chic").
• •Embrace Trend Language (Authentically): Incorporate relevant slang, hashtags, and references to online trends (like "viral," "aesthetic," "GRWM") where appropriate, especially on social media, but ensure it feels natural and not forced.
• •Keep it Concise and Engaging: Reflect the youthful, online-savvy audience with short, scannable copy. Use emojis to add personality and visual breaks, particularly in social media and email marketing.
• •Focus on the "Why": Beyond describing the product, hint at how it will make the customer *feel* or how it will transform their space (e.g., "create your sanctuary," "elevate your everyday," "spark joy").
• •Develop a Persona Glossary: Create a list of "Celmade words" (e.g., viral, aesthetic, vibe, cozy, chic, glow, dream) and "words to avoid" (e.g., overly technical, very formal, outdated slang) to help all writers stay consistent with the desired youthful, trendy, and aspirational tone.

Social Perception

Seen by many as a source for cute, trendy, and aesthetically pleasing decor items that can enhance their living spaces. Customers often share their positive experiences with the visual appeal of the products on social media. The "viral" nature of some products contributes to this excitement. Concerns exist regarding shipping times, product quality & authenticity and customer service. The brand has a strong visual appeal that resonates with its target audience, but operational aspects seem to be a point of contention for some.

Copy Examples

• •Instagram Post (Image: Cozy room with Crinkle Lamp): That golden hour glow just hit different ✨ Our Viral Crinkle Lamp is here to make your space the coziest corner on the internet. Tap to shop the vibe! #celmade #homedecor #aesthetic #cozyhome #virallighting
• •Product Description (Wavy Mirror): Get ready for your cutest reflections yet! Our Aesthetic Wavy Mirror isn't just a mirror; it's a mood. Perfect for those #OOTD checks or adding a touch of playful chic to any room. Minimalist design, maximum style. 😉
• •Email Subject Line (Promotion): Psst... Your Dream Aesthetic is Now on Sale! 🤫☁️
• •TikTok Video Caption (Showcasing Cloud Diffuser): Floating on a cloud of calm ☁️✨ Our Cloud Diffuser is the aesthetic dream you didn't know you needed. What scent would you diffuse? #celmade #clouddiffuser #homeaesthetic #cozyvibes #tiktokmademebuyit
• •Website Banner (Homepage): Your Space, Your Vibe. ✨ Discover Unique, Viral-Worthy Decor. Free Worldwide Shipping!