Brand Tone

Aspirational and Elegant, Mindful and Intentional, Educated and Passionate, Minimalist and Confident

Brand Values

• •Timelessness
• •Quality and Craftsmanship
• •Sustainability
• •Curation and Uniqueness
• •Individuality

Best Practices

• •Lead with the "Why": Always start your copy by focusing on the value beyond the physical product. Instead of "selling a wool coat," you are offering "enduring warmth and timeless style." Connect every item to the core values of quality, history, and sustainability.
• •Use Evocative, Sensory Language: Describe the "feel" of the fabric, the "drape" of a dress, or the "structure" of a jacket. This elevates the product from a simple commodity to a tangible, desirable experience and aligns with the brand's elegant, mindful tone.
• •Educate, Don't Just Sell: Use product descriptions and social media captions as opportunities to share knowledge. Mention the era a piece is from, the characteristics of its fabric, or how to care for it. This reinforces the brand's position as a passionate expert.
• •Maintain Visual and Textual Consistency: The minimalist, confident tone of the copy must always be paired with high-quality, clean photography. The two elements work together to create the brand's aspirational feel. Avoid busy graphics, loud colors, or hype-filled language ("SALE! 50% OFF!").
• •Speak to an Individual, Not a Crowd: Write as if you are speaking to a single, intelligent person who shares your appreciation for quality. Use "you" and "your" to create a personal connection. This one-to-one voice reinforces the "Private House" feeling of exclusivity and personal curation.

Social Perception

Trusted Curator, Source of "Gems", Aesthetically Pleasing, Niche and Exclusive

Copy Examples

• •More than an item of clothing, it's a piece of history. This pure silk blouse was crafted to last a lifetime, not just a season. Discover the feeling of truly timeless design. #CasaPrivadaVintage #SustainableStyle #VintageSilk
• •Headline: The Art of a Curated Wardrobe. Sub-headline: Discover hand-selected vintage pieces that tell a story. Quality and character, delivered to your door.
• •A masterclass in tailoring. This 1980s wool blazer features a strong shoulder and a classic double-breasted closure—a silhouette that feels as relevant today as it did then. The pure wool construction offers unparalleled warmth and structure. A testament to the fact that true style never fades, it only evolves. We've meticulously restored it for its next chapter with you.
• •For Your Consideration: New Arrivals & Enduring Style
• •Headline 1: Curated Vintage Clothing. Headline 2: Timeless & Sustainable Pieces. Description: Shop hand-selected vintage dresses, blouses, and outerwear. Unique, high-quality garments for the modern wardrobe. Free Shipping Over $150.