Brand Tone

authentic, serene, and mindful

Brand Values

• •Sustainability
• •Quality and Durability
• •Craftsmanship
• •Timelessness
• •Natural Comfort

Best Practices

• •Lead with the Material's Story: Always begin by highlighting the natural origin, feel, or sustainable aspect of the fabric. The material is the hero of the brand's narrative.
• •Use a Gentle and Evocative Vocabulary: Employ words like "soft," "breathable," "gentle," "timeless," "conscious," and "handcrafted" to maintain the serene and mindful tone. Avoid aggressive sales language (e.g., "Limited Time Offer!").
• •Maintain Visual and Textual Cohesion: Ensure the calm, natural aesthetic of the photography is always matched by the copy. The words should complement the visual mood, not contradict it.
• •Educate and Inspire: Use captions and descriptions to share knowledge about the benefits of natural fibers or the story behind the upcycled materials. This builds authority and reinforces the brand's commitment to mindful consumption.
• •Speak from a Place of Passion: The copy should always feel like it is written by someone who genuinely loves and believes in the product. This authenticity is key to connecting with a discerning, value-driven audience.

Social Perception

Niche, high-quality, and ethically conscious; trustworthy and authentic to its customer base, with a quiet but favorable perception.

Copy Examples

• •Feel the embrace of Nordic nature. Our new cardigan is crafted from 100% pure wool, offering warmth that is both soft and breathable. A timeless companion for crisp mornings and quiet evenings. #byRitz #SustainableFashion #NordicWool #TimelessComfort
• •A story in every thread. Our vintage silk collection brings new life to beautiful Indian saris, creating one-of-a-kind pieces rich with history. Wear a garment that is as unique as you are. #byRitz #VintageSilk #WearableArt #ConsciousChoice
• •Fashion can be gentle on the planet. At by Ritz, we create beautiful clothing from natural and repurposed materials designed to last. Move beyond the trend cycle and discover the beauty of a timeless wardrobe. #SlowFashion #EthicalStyle #byRitz
• •The perfect summer staple, designed for effortless elegance. Made from high-quality European linen, these trousers become softer and more comfortable with every wear. Their breathable nature and classic cut make them an essential piece for seasons to come. #LinenLove #SummerEssential #byRitz
• •Subject: A Touch of Silk, A Whisper of Linen | Our Latest Arrivals Dear [Customer Name], We believe in the quiet luxury of natural fabrics. This week, we are delighted to share our newest hand-picked designs in vintage silk and soft linen. Each piece is a celebration of sustainable craftsmanship, ready to become a cherished part of your story. Explore the collection.