Brand Tone

Personal & Familial, Luxurious & Elegant, Passionate & Joyful, Warm & Inviting, Positive & Self-Affirming

Brand Values

• •Quality & Craftsmanship
• •Family & Relationships
• •Timeless Elegance
• •Customer Loyalty & Trust
• •Passion & Joy
• •Individuality & Self-Expression
• •Tradition & Innovation

Best Practices

• •Lead with the "Story": Always integrate the founding family's narrative and the "love story" aspect into communications. This personal touch is a key differentiator.
• •Emphasize "Luxury with Heart": Balance the high-end quality and elegance with warmth, passion, and the feeling of being part of a family. Avoid overly formal or distant language.
• •Maintain a Positive and Uplifting Voice: Continue using aspirational and affirming language, like "Happiness means - love yourself!" and encouraging creativity and self-expression.
• •Highlight Craftsmanship and Origin: Consistently mention the quality of the cashmere, the handmade-in-Nepal aspect, and the Marbella design influence to reinforce value and authenticity.
• •Engage Authentically: In social media and customer interactions, maintain a genuine, friendly, and approachable tone, reinforcing the idea that customers are valued members of the Story 1961 community.

Social Perception

Story 1961 is perceived as a luxury brand specializing in high-quality cashmere, located in the upscale setting of Marbella. It's seen as a family-run business with a strong personal touch, which resonates with customers seeking authenticity. Customers appear to appreciate the quality of the products, although some may find them expensive, particularly with added international costs. The brand is associated with a sense of European elegance and craftsmanship. Their presence in British Vogue has likely enhanced their prestige and recognition among fashion-conscious consumers.

Copy Examples

• •Headline: Wrap Yourself in a Love Story. Our Cashmere, Your Timeless Elegance. Body: At Story 1961, every thread is woven with passion and two decades of family heritage. Discover handcrafted cashmere from Nepal, designed in Marbella to make every day special. Because happiness means loving yourself.
• •Headline: More Than an Accessory, It's a Piece of Our Story. Body: For 20 years, Ira and Andy Wahl have shared their love for exquisite design and the finest cashmere. Become part of the Story 1961 family and find that unique piece that tells your tale with elegance and joy.
• •Headline: The Art of Cashmere. The Heart of Marbella. Body: Experience the unparalleled softness and craftsmanship of Story 1961. Each pashmina and poncho is a testament to our dedication to quality, handmade with love to bring a touch of luxury to your wardrobe.
• •Social Media Post: Feeling the Marbella sunshine and the incredible softness of our new Waterpashmina collection! ✨ We believe every accessory should bring joy and make you feel uniquely you. What makes you feel happy and creative today? #Story1961 #MarbellaLuxury #CashmereLove #FamilyBusiness #TimelessStyle #LoveYourself
• •Product Description Snippet (for a poncho): Crafted from the finest Nepalese cashmere, this poncho isn't just a garment; it's an embrace of timeless elegance and dedicated craftsmanship. Born from our family's passion for fashion, we design each piece in Marbella to become a cherished part of your unique story. Feel the Story 1961 difference – quality that endures, style that inspires.