Brand Tone

Romantic & Whimsical, Feminine & Elegant, Aspirational & Dreamy, Conscious & Thoughtful, British-inspired

Brand Values

• •Femininity & Beauty
• •Timelessness & Longevity
• •Sustainability & Ethical Practices
• •Quality Craftsmanship
• •Romanticism & Nostalgia
• •Individuality & Self-Expression

Best Practices

• •Embrace Romantic & Evocative Language: Use descriptive adjectives and verbs that evoke feelings of romance, whimsy, nostalgia, and elegance (e.g., enchanted, whispers, dreamy, cherished, ethereal, timeless).
• •Tell a Story: Frame products and the brand within a narrative. Connect dresses to experiences, feelings, and a desirable, romantic lifestyle. Think prairie daydream or English countryside escape.
• •Highlight Core Values Consistently: Weave in mentions of femininity, timelessness, sustainability, and quality craftsmanship naturally within product descriptions, social media posts, and About Us content.
• •Maintain Visual & Textual Harmony: Ensure the tone of the copy aligns with the brand's visual aesthetic (soft, feminine, often floral or vintage-inspired imagery). The words should match the pictures.
• •Speak Directly to the Aspirational Customer: Address the customer who values beauty, romance, quality, and conscious consumption. Make them feel understood and part of a special, thoughtful brand story.

Social Perception

Positively Perceived for Aesthetics, Associated with Special Occasions & "Dreamy" Style, Recognized for Sustainability Efforts, Seen as High Quality but Potentially Premium Priced, Emerging Brand with Growing Presence

Copy Examples

• •Instagram Post Caption (New Floral Maxi Dress): Lost in a floral daydream 🌸✨ Our new [Dress Name] maxi has arrived, woven with tales of enchanted gardens and endless summer afternoons. Crafted from the softest sustainable cotton for moments you'll treasure forever. Who’s ready to write their own romantic story? #AmyJaneLondon #PrairieDream #TimelessElegance #SustainableStyle #FloralFantasy
• •Website Banner (Homepage): Amy Jane London: Where timeless romance meets modern femininity. Discover dresses designed to be cherished, sustainably crafted for your forever wardrobe.
• •Product Description (Lace Detail Midi Dress): Meet the [Dress Name] Midi – an ode to delicate femininity. Intricate lace whispers tales of vintage charm, while the flowing silhouette moves with ethereal grace. Made with love from ethically sourced [Fabric Type], this piece is designed not just to be worn, but to be adored. Perfect for sun-dappled garden parties or any day you wish to feel simply beautiful.
• •Email Newsletter Snippet (Highlighting Sustainability): More Than Just a Dress... At Amy Jane London, we believe in beauty that endures – for you, and for our planet. Each piece is lovingly crafted in small batches, using sustainable materials and ethical practices, because true elegance is kind. Wear your values, beautifully. [Link to Sustainability Page]
• •TikTok Video Concept Text Overlay: (Video shows someone twirling slowly in a flowing Amy Jane London dress in a field of wildflowers) Text Overlay 1: Feeling like a character from my favourite novel. Text Overlay 2: In my @amyjanelondon dress. Text Overlay 3: Sustainable. Romantic. Timeless. ✨ Caption: Embracing that main character energy in the [Dress Name] dress. Find your fairytale. #AmyJaneLondon #Cottagecore #Princesscore #SlowFashion #VintageInspired