Brand Tone

empowering, approachable, and stylishly confident

Brand Values

• •Fearless Self-Expression
• •Authenticity and Relatability
• •Community
• •Quality and Intentionality

Best Practices

• •Lead with Feeling, Follow with Function: Start copy by describing the emotion or situation the piece is perfect for (e.g., "For dinners out," "Off-duty comfort") before detailing the product's features. This connects the product to the customer's life.
• •Use "Fearlessly Yours" as a Guiding Principle: Every piece of copy should, in some way, tie back to the core value of confidence and self-expression. Use words like "effortless," "confident," "empowering," and "you" to reinforce this message.
• •Maintain an Approachable, "Big Sister" Tone: Write like a trusted, stylish friend giving advice. Use phrases like "we love," "our hand-picked faves," and "trust us." Keep sentences clear, friendly, and direct.
• •Emphasize a Curated and Intentional Selection: Use words like "intentionally chosen," "hand-picked," and "tried and true" to build trust and communicate that the collection is not random but carefully selected for quality and style.
• •Create a Sense of an Inclusive "Inner Circle": Consistently use community-building language like "Join our VIP CLUB," "For our inner circle," and engage directly and warmly with comments and messages to make customers feel seen and valued.

Social Perception

Trendy and Aspirational; Approchable and Sweet; Community-Focused

Copy Examples

• •(Instagram Post Caption): "That 'I have nothing to wear' feeling? We've decided to leave it in the past. Our Just Dropped collection is filled with effortless, throw-on-and-go pieces that make you feel like your best self, instantly. Because getting dressed should be the easiest part of your day. #FearlesslyYours #12thandHemlock #OOTD"
• •(Email Newsletter Subject Line): "For late nights & feeling like you again." (Email Body): "Remember that feeling? The one where the perfect outfit makes the whole night feel like magic? We bottled it up in our 'Going Out' collection. From slinky dresses to tops that pair perfectly with your favorite denim, these are the pieces you'll reach for when you're ready to make a statement. Go ahead, be fearless."
• •(Product Description for a Cardigan): "Meet your new comfort obsession. The [Product Name] Cardigan isn't just a layer; it's a hug you can wear. Made for those crisp morning coffee runs, cozy nights in, and every moment in between. Effortless, easy to pair, and designed for your real life. You'll wonder how you ever lived without it."
• •(TikTok Video Concept): A "Pack a 'going out' order with me" video. (On-screen text/Voiceover): "Packing an order for someone who's ready to feel like HER again. First, our slinky black dress for that main character energy. Next, our paperclip chain bracelet —it's water-resistant, so no worries about spilled cocktails! Finally, the perfect claw clip for that effortless updo. We hope you have the best night! #12thandHemlock #PackingOrders #GoingOutOutfit"
• •(Website Homepage Banner): "Style isn't about following rules. It's about finding what makes you feel fearless. Welcome to 12th and Hemlock. Shop the pieces you'll love, wear on repeat, and make entirely your own."