Brand Tone

Friendly and Approachable, Community-Oriented, Trendy and Eclectic, Conscious and Purposeful, Slightly Quirky/Funky

Brand Values

• •Sustainability
• •Community Support
• •Affordability & Accessibility
• •Individuality & Self-Expression
• •Quality Curation
• •Engaging Experience

Best Practices

• •Embrace "Friendly & Fun": Use a conversational, welcoming, and slightly playful tone. Avoid overly formal or corporate language. Think of how you'd talk to a stylish, thrifty friend.
• •Highlight "Community & RVA": Regularly mention "RVA," "local," and the specific Richmond community. Showcase partnerships and how Ashby contributes to the local scene. This reinforces belonging and local pride.
• •Weave in "Sustainable & Conscious": Subtly or overtly remind the audience about the benefits of second-hand shopping and supporting sustainable practices. This appeals to ethically-minded consumers.
• •Showcase "Unique & Eclectic": Use descriptive language that emphasizes the individuality and special nature of the items. Words like "treasure," "gem," "curated," "one-of-a-kind," and "vintage-inspired" can be effective.
• •Maintain Authenticity & Enthusiasm: Let genuine passion for fashion, community, and sustainability shine through. Use exclamation points appropriately to convey excitement and positivity. Share real customer stories or staff picks to add a personal touch.

Social Perception

Positive Local Staple, Charitable and Ethical, Trendy and Stylish, Good for Both Buyers and Sellers, Fun Shopping Destination

Copy Examples

• •Unlock your unique RVA style without breaking the bank! 🌿 Ashby is your go-to for curated thrift treasures and one-of-a-kind pieces from local makers. Find your next statement piece and feel good knowing you're supporting sustainable fashion and our amazing community. #ShopAshbyRVA #SustainableStyle #RVAThrift #LocalLove
• •Refresh your wardrobe the Ashby way! ✨ Buy, sell, or trade quality pre-loved clothing and discover amazing finds from Richmond's own designers. Plus, every purchase from our Buy-by-the-Pound Bathtub supports a local RVA charity! Come find your treasure. Visit us in Carytown or shop online! #AshbyRVA #RichmondVA #SecondhandStyle #CommunityFirst
• •Ashby: Style That Tells a Story. Explore curated secondhand fashion, support local RVA artisans, and champion sustainability with every find. Your closet (and community) will thank you.
• •Dig In, Do Good! 🛁 Every pound you purchase from this tub helps support incredible Richmond non-profits. Style with a purpose – that's the Ashby spirit! Ask us about this month's charity partner! #AshbyGivesBack #RVACommunity
• •Hey Ashby Fam! 👋 Ready for some fresh finds? We've just stocked our racks (and online store!) with amazing new & pre-loved pieces perfect for [Current Season/Trend]. From vintage gems to modern must-haves, discover something uniquely you. Come explore and let your style shine! #AshbyFinds #ShopLocalRVA