Brand Tone

Quirky and Playful, Artistic and Creative, Confident and Bold, Craft-Oriented and Quality-Driven, Passionate and Authentic, Approachable yet Exclusive, Nostalgic with a Modern Twist

Brand Values

• •Artisanship and Craftsmanship: A deep commitment to the traditional art of millinery, emphasizing handmade quality and techniques like hand-blocking.
• •Individuality and Self-Expression: Providing unique hats that allow wearers to express their personality and stand out. The brand aims to make hats for "True Characters."
• •Quality: The use of the finest quality straws, felts, and antique trimmings to create durable and beautiful headwear.
• •Made in NYC / USA: Pride in local manufacturing and American-made products.
• •Creativity and Originality: Designing distinctive hats, often in limited editions, that are not mass-produced.
• •Passion for the Craft: Driven by the founder, Cha Cha's, genuine love for hat-making, which began with millinery classes at FIT.
• •Woman-Owned Business: An explicit aspect of the brand's identity.
• •Heritage and Storytelling: The brand name itself has a unique origin story, adding to its character.

Best Practices

• •Embrace the Quirk: Don't shy away from playful language, wit, and the unique brand name. Infuse personality into every piece of communication.
• •Highlight Craftsmanship and Quality: Consistently mention "handmade," "hand-blocked," "NYC made," "finest materials" to reinforce the value of the artistry.
• •Speak to Individuality: Address the customer as a unique individual ("True Character," "confident weirdo") and emphasize how the hats aid self-expression.
• •Tell Stories: Weave in the brand's origin, the inspiration behind collections, or the meticulous process of hat-making to engage and add depth.
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy matches the artistic, stylish, and sometimes vintage-inspired imagery used on the website and social media.

Social Perception

High-Quality and Unique, Artistic and Stylish, Prestigious, Niche Appeal, Respected in the Industry. The founder, Cha Cha, is perceived as a passionate artisan dedicated to her craft and the hat-wearing community.

Copy Examples

• •Headline: Dare to be Dashing? Top off your tale with a Cha Cha original. Body: At Cha Cha's House of Ill Repute, we don't just make hats; we craft crowns for the boldly authentic. Each piece is hand-blocked in our NYC studio, waiting for a True Character like you.
• •Instagram Post: Unleash your inner icon. Our latest collection of hand-finished fedoras just dropped – because life’s too short for boring hats. Made with love, a little mischief, and the finest felts in NYC. #ChaChasHouseOfIllRepute #NYCHats #HandmadeLuxury #StatementMaker
• •Product Description (for a flamboyant hat): The 'Midnight Bloom' Fascinator: Not for the faint of heart, darling. This isn't just an accessory; it's a conversation starter, a showstopper, a tiny rebellion perched just so. Handcrafted with vintage silks and a sprinkle of Cha Cha magic.
• •About Us Snippet: Once upon a time, in a city that never sleeps, Cha Cha decided the world needed more glorious hats. Inspired by the art of millinery and the spirit of confident weirdos everywhere, Cha Cha's House of Ill Repute was born. We handcraft every hat with passion, precision, and a playful wink.
• •Email Subject Line: Your Head Called. It's Feeling Underdressed. Preview Text: Spoil it with a bespoke creation from Cha Cha's House. New York's quirkiest, chicest millinery.