Brand Tone

Luxurious, Elegant, Heritage, Trustworthy, Warm, Comforting, Knowledgeable, Passionate, Classic, Timeless

Brand Values

• •Quality Craftsmanship
• •Heritage
• •Luxury & Elegance
• •Sustainability & Ethical Sourcing
• •Timelessness
• •Customer Value/Service

Best Practices

• •Emphasize Heritage & Expertise: Consistently weave in the brand's long history (since 1942), multi-generational expertise, and dedication to the craft of cashmere. Use phrases like 'decades of experience,' 'family tradition,' 'master artisans.'
• •Use Luxurious & Sensory Language: Describe products with words that evoke the premium quality and tactile experience of cashmere: 'exquisitely soft,' 'feather-light,' 'sumptuous,' 'velvety,' 'unparalleled comfort,' 'luxurious drape.'
• •Highlight Timelessness & Versatility: Position products as classic, enduring pieces that transcend fleeting trends. Showcase their versatility for various occasions and seasons, reinforcing their value as long-term investments.
• •Convey Warmth & Approachability (within luxury): While luxurious, the tone should also feel inviting and speak to the comfort and coziness cashmere provides. Avoid overly stark or unapproachable language. Focus on the feeling of wearing Amicale.
• •Subtly Integrate Sustainability & Ethical Messaging: As this becomes increasingly important, weave in details about responsible sourcing, natural fibers, and certifications where appropriate, aligning with the broader group's values without making it the sole focus if the primary brand identity is luxury and heritage. Ensure this messaging is authentic and transparent.

Social Perception

Recognized for quality cashmere, mid-to-high tier brand, traditional and classic, giftable and aspirational, some concerns about value proposition, growing awareness of sustainability.

Copy Examples

• •Headline: Wrap Yourself in a Legacy of Softness. Body: Since 1942, Amicale Cashmere has woven expertise and the world's finest fibers into every piece. Experience the timeless embrace of pure Mongolian cashmere, a tradition of luxury passed down through three generations. Indulge in comfort that endures.
• •Social Media Post: The art of cashmere, perfected. Our family's passion for sourcing the most exquisite fibers and collaborating with master artisans means each Amicale piece is more than an accessory—it's an heirloom in the making. Discover the difference heritage makes. #AmicaleCashmere #LuxuryHeritage #TimelessElegance
• •Product Description (for a scarf): More than just a scarf, it’s a whisper of warmth, a touch of timeless style. Crafted from 100% pure, ethically sourced Mongolian cashmere, its luxurious drape and feather-soft feel are the result of decades of dedication to quality. Elevate your everyday, effortlessly.
• •Email Subject: Unveiling Your Next Cashmere Treasure | A Legacy of Luxury Body Snippet: For over 75 years, Amicale has been synonymous with the unparalleled softness and enduring quality of the world's finest cashmere. Explore our latest collection and feel the heritage woven into every thread.
• •Brand Story Snippet: From the windswept plains of Mongolia to your wardrobe, every Amicale Cashmere piece tells a story of dedication. Three generations of the Shlomm family have pursued the purest fibers and perfected the art of cashmere, ensuring each creation offers not just warmth, but a touch of lasting luxury.