Brand Tone

Romantic, Bespoke, and Aspirational, communicated through evocative and emotional language, focusing on uniqueness and special occasions.

Brand Values

• •Customization and Personalization
• •Craftsmanship and Quality
• •Inclusivity
• •Uniqueness

Best Practices

• •Lead with "Handmade" and "Custom": Emphasize that items are crafted specifically for the customer in all relevant copy.
• •Use Storytelling and Emotional Language: Frame each dress as part of the customer's "big day" using words like "dream", "unforgettable", and "fairytale".
• •Highlight the Founder's Expertise: Mention the owner, Alena, and her experience to add a personal, trustworthy face to the brand.
• •Showcase Inclusivity in Visuals and Text: Consistently repeat the "Tailored for every body type" message and feature diverse body shapes.
• •Focus on Versatility and Uniqueness: Emphasize unique features and the ability to wear dresses for multiple events to add practical value.

Social Perception

Overwhelmingly positive, with high customer satisfaction, trusted for custom work, strongly identified with Etsy for handmade items, and perceived as legitimate and reliable.

Copy Examples

• •Draped in dreams. Our new handmade bridal cloak is more than an accessory; it's the final chapter of your fairytale. Crafted with ethereal lace and tailored to your silhouette, it’s designed for the moment you’ll remember forever. ✨ #ChapDresses #BridalCape #HandmadeWithLove #CustomBridal #WeddingDreams
• •Your Vision, Our Vows. At ChapDresses, we don't just make dresses—we bring your dream to life. Experience the art of a truly bespoke gown, handmade with love and tailored perfectly to you. Start designing your unforgettable dress today.
• •An Invitation to Create Your Dream Dress...
• •Perfect for the modern bride with a romantic heart. This chic mini dress combines playful elegance with our signature craftsmanship. Featuring delicate, hand-sewn pearl details and a corset bodice that celebrates your shape, it's the ideal look for your reception or city hall ceremony. Handmade in our studio, just for you.
• •Why choose a dress off the rack when you were born to stand out? At ChapDresses, we create stunning, custom-made wedding and evening gowns for every body type. From initial sketch to the final stitch, your dress is handmade with love and precision. Look as unique as your love story. 💖 [Shop Now]