Brand Tone

Sophisticated, Serene, and Conscious.

Brand Values

• •Sustainability
• •Quality and Craftsmanship
• •Timeless Elegance
• •Personalization and Design Expertise

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product back to a core value. Instead of saying "We sell linen curtains," say "We create serene spaces with light-filtering, sustainable linen."
• •Use Sensory and Evocative Language: Employ words that appeal to the senses of touch and sight. Terms like "naturally falling," "light and bright," "richly textured," and "soften the lines" create a more vivid and luxurious picture for the customer.
• •Maintain a Calm and Confident Voice: Avoid exclamation points, urgent calls-to-action, and overt sales jargon. The tone should be consistently sophisticated and assured, reflecting the premium quality of the products.
• •Emphasize Transparency and Education: When discussing sustainability, be specific. Mentioning "Belgian flax linen" and "European manufacturing" is more powerful than generic "eco-friendly" claims. This builds credibility and informs the customer.
• •Tell the Founder's Story: Weave Stephanie's design expertise and vision into the narrative. This humanizes the brand, adds a layer of authority, and distinguishes ann rees from larger, faceless corporations. Phrases like "From our home base design location in Zurich..." reinforce this personal, expert-led approach.

Social Perception

The brand is perceived as a high-end, niche provider of luxury home textiles for a discerning clientele. The messaging around sustainability and European craftsmanship resonates with consumers who are increasingly conscious of their environmental impact and the quality of the products they purchase. The connection to the founder, Stephanie, and her design background adds a layer of authenticity and expertise that builds trust. Publicly available customer reviews are not widespread, suggesting a direct-to-consumer or to-the-trade model where feedback might be less public. The overall perception is that of a thoughtful, design-led company committed to both aesthetics and ethics.

Copy Examples

• •The Art of Living, Woven Naturally. Discover sustainable Belgian linen textiles, designed in Zurich and crafted in Europe for a home that feels as good as it looks.
• •Invite the light in. Our pure linen curtains don’t just frame a view, they filter it—creating a soft, serene atmosphere in any space. Consciously crafted for timeless elegance. #annrees #sustainablestyle #linenlove #hometextiles #interiordesign
• •Dress your walls in nature. Our Oceana wallcovering, woven from richly textured Belgian linen, brings a tactile warmth and classic charm to your interiors. An embrace of organic elegance and sustainable design.
• •Design a home that reflects your values. At ann rees, we believe in the fusion of elegance and responsibility. Explore our collection of premium, natural home textiles and create a space that is uniquely, consciously yours. Learn more.
• •For the love of linen | A lesson in sustainable luxury