Brand Tone

sophisticated, elegant, timeless, refined, confident, aspirational, accessible

Brand Values

• •Timeless Simplicity
• •Individuality and Personal Style
• •Quality and Craftsmanship
• •Modern Femininity
• •Legacy and Inspiration

Best Practices

• •Emphasize "You" and "Your": Center the copy around the bride and her personal style. Phrases like "your vision," "your style," and "a reflection of you" reinforce the brand's value of individuality.
• •Use Refined and Evocative Language: Employ words like "elegant," "timeless," "sophisticated," "understated," and "crafted." This vocabulary reinforces the brand's luxurious and high-quality positioning.
• •Tell the Founder's Story: Weave the narrative of Amsale Aberra's journey into the brand's messaging. Her story of seeking a simple, modern dress is relatable and authenticates the brand's core philosophy.
• •Highlight Craftsmanship: Consistently mention the New York City atelier and the couture techniques used. This communicates a commitment to quality and artistry that justifies the luxury price point.
• •Focus on Feeling, Not Just Features: While details are important, the copy should evoke a feeling of confidence, empowerment, and timelessness. Amsale is selling more than a dress; it's selling an enduring sense of style.

Social Perception

overwhelmingly positive, high-quality and beautiful designs, excellent customer service, aspirational yet attainable luxury, positive brand reputation, renowned for exquisite simplicity and refined craftsmanship

Copy Examples

• •More than a dress. A reflection of you. Discover the enduring beauty of Amsale, where timeless design and modern femininity meet. Each gown, a testament to quiet confidence.
• •The art of simplicity is a statement in itself. Our gowns are meticulously crafted to celebrate your individuality, not overshadow it. Find the dress that feels like you've known it forever. #AmsaleBride #ModernElegance #TimelessStyle
• •The 'Seraphina' gown. Sculpted from fluid silk crepe, its clean lines and subtle draping create a silhouette of understated glamour. For the bride who finds strength in simplicity and beauty in every detail. Handcrafted with care in our New York atelier.
• •Your story is unique. Your dress should be too. At Amsale, we believe in the power of personal style. Explore our latest collection, a curated selection of gowns designed for the modern, confident bride. Let us be a part of your forever.
• •It started with one dress—a refusal to accept the ornate in favor of the personal. Amsale Aberra's vision redefined bridal fashion. Today, her legacy of elegant simplicity and modern femininity continues in every stitch, empowering you to be the most timeless version of yourself.