Brand Tone

Elegant & Sophisticated, Confident & Passionate, Approachable Luxury, Conscious & Responsible, Scottish Heritage

Brand Values

• •Quality & Craftsmanship
• •Timeless Design
• •Sustainability & Ethical Responsibility
• •Innovation & Modernity
• •Customer Focus & After Sales Service
• •Heritage & Authenticity

Best Practices

• •Emphasize Quality & Longevity: Consistently use language that reflects the superior craftsmanship, durability, and timeless nature of the products (e.g., "investment piece," "made to last," "generations").
• •Highlight Scottish Heritage & Design Expertise: Subtly weave in the brand's Scottish roots and Belinda Robertson's design legacy and expertise (e.g., "Designed in Scotland," "Queen of Cashmere's vision").
• •Communicate Sustainability transparently: Clearly articulate the commitment to ethical sourcing, traceable fibres, and the circular economy. Avoid greenwashing by being specific about practices.
• •Maintain an Elegant & Sophisticated Voice: Use refined language that appeals to a discerning customer. Avoid overly casual slang or overly aggressive sales tactics. The tone should be confident yet inviting.
• •Balance Exclusivity with Connection: While a luxury brand, foster a sense of connection by speaking to the customer's desire for comfort, lasting style, and responsible choices. Reference the "beautiful friendship" that begins with a purchase.

Social Perception

High-End Luxury Brand, Established & Reputable, Associated with Sustainability, Classic with a Modern Sensibility, Investment Pieces, Limited Direct Customer Voice

Copy Examples

• •Headline: Enduring Elegance. Woven in Scotland. Body: Discover the quiet luxury of Belinda Robertson Cashmere. Each piece is a testament to timeless design and unparalleled craftsmanship, created with traceable fibres that honour our commitment to the planet and its people. Wrap yourself in a legacy of quality. Call to Action: Explore the Collection.
• •Headline: More Than Just Cashmere. It's a Promise of Longevity. Body: At Belinda Robertson, we believe true luxury endures. That's why our Scottish-designed cashmere and loungewear are crafted not just for a season, but for a lifetime of cherished moments. Experience the difference that meticulous care and sustainable sourcing make. Call to Action: Invest in Timeless Style.
• •Headline: The Art of Scottish Cashmere, Reimagined. Body: With a heritage of "making cashmere cool," Belinda Robertson blends traditional Scottish artisanship with a contemporary vision. Our curated collections offer sophisticated silhouettes and the softest touch, ensuring every garment is as unique as you are. Call to Action: Find Your Signature Piece.
• •Headline: Consciously Crafted. Beautifully Worn. Body: Embrace the warmth of ethically sourced, traceable cashmere. Belinda Robertson is dedicated to sustainable practices, from happy goats to timeless designs you'll treasure. Join us in a fashion future that’s both luxurious and responsible. Call to Action: Learn About Our Sustainability.
• •Headline: From Our Hands to Yours: A Tradition of Excellence. Body: For over three decades, Belinda Robertson, the "Queen of Cashmere," has perfected the art of luxury knitwear. Experience the dedication to flawless design, superior natural fibres, and a commitment to pieces that last. This isn't just clothing; it's a piece of Scottish heritage. Call to Action: Discover Our Story.