Brand Tone

Authentic & Passionate, Ethical & Conscious, Informative & Caring

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Ethical Sourcing
• •Authenticity & Heritage
• •Timelessness & Durability
• •Customer Connection & Trust

Best Practices

• •Use storytelling that reflects the founder's connection.
• •This is a key differentiator.
• •Maintain a Warm & Approachable Voice: While luxurious, the tone should also feel personal and caring, reflecting the founder's personal involvement and the desire to share this natural treasure.
• •Educate & Empower the Customer: Provide valuable information about cashmere care, its benefits, and why sustainable choices matter, positioning the brand as a knowledgeable and trustworthy source.
• •Focus on transparency: Clearly communicate sourcing and production processes.

Social Perception

Transparency and ethical practices are highly valued. Consumers are seeking information about where and how products are made, assurance of animal welfare and fair treatment of workers/herders, high quality & durability to justify the premium price of cashmere, and concern for the environmental impact of cashmere production.

Copy Examples

• •From the serene grasslands of Inner Mongolia to your wardrobe – Alika Cashmere was born from a passion for purity and a commitment to ethical luxury.
• •Experience the unparalleled softness and timeless elegance of Alika Cashmere, ethically sourced from Inner Mongolia.
• •Discover the art of cashmere care with our expert tips, ensuring your cherished pieces last a lifetime.
• •Alika Cashmere: Where luxury meets sustainability. Explore our collection of ethically sourced and exquisitely crafted cashmere.
• •Invest in timeless elegance. Alika Cashmere pieces are designed to be cherished for generations, becoming softer with every wear.