Brand Tone

Passionate & Enthusiastic, Curated & Knowledgeable, Stylish & Aspirational, Approachable & Authentic, Nostalgic

Brand Values

• •Sustainability/Conscious Consumption
• •Individuality & Self-Expression
• •Quality & Timelessness
• •Passion for Vintage
• •Discovery

Best Practices

• •Embrace Nostalgia Authentically: Use language, references, and visuals that genuinely resonate with the 80s, 90s, and Y2K eras. Avoid generic "vintage" terms; be specific when possible.
• •Highlight the "Curated" Aspect: Emphasize that items are hand-picked and chosen for their style, quality, and uniqueness. Use words like "hand-selected," "rare find," "one-of-a-kind."
• •Let Passion Shine Through: Whether it's the founder's voice or the general brand communication, let the genuine love for vintage and sustainable fashion be evident. Use enthusiastic and positive language.
• •Educate and Inspire: Share styling tips, the history behind certain trends, or the stories of unique finds. This adds value beyond just selling clothes and reinforces expertise.
• •Maintain Visual and Verbal Cohesion: Ensure the tone of the copy aligns with the visual aesthetic of the website and social media. If the visuals are chic and stylish, the copy should reflect that sophistication while remaining approachable and enthusiastic.

Social Perception

A go-to source for unique vintage finds, Especially for those interested in 80s, 90s, and Y2K styles, Authentic and passion-driven, Due to the founder's visible involvement and enthusiasm, Stylish and on-trend (within a vintage context), The curation aligns with current retro fashion revivals, Environmentally conscious (implicitly), By promoting pre-loved clothing

Copy Examples

• •Instagram Post (New Arrival - 90s Dress): "Channel your inner 90s supermodel 📼✨ This just-in vintage slip dress is a dream. Silky, timeless, and waiting to make new memories. DM to make it yours or tap the link in bio to shop our latest curated drop! #CherishTheLabel #VintageFinds #90sFashion #SustainableStyle #RetroChic"
• •TikTok Video Teaser (Sourcing Trip): "Spent the day hunting for vintage treasures and OH. MY. GOSH. you won't believe what we found! 😍 Sneak peek of some iconic 80s power shoulders and Y2K gems coming to the shop soon. Follow us so you don't miss out! #CherishTheLabel #VintageHaul #ThriftStoreFinds #80sFashion #Y2KStyle #SustainableFashion"
• •Website Banner (Homepage): "Relive the Eras. Re-love the Clothes. ✨ Discover curated vintage from the 80s, 90s, and Y2K. Timeless pieces for a unique you. Shop CHERISH THE LABEL."
• •Email Newsletter Subject Line: "💖 Blast from the Past: Fresh Y2K & 90s Vintage Just Dropped at CHERISH THE LABEL!"
• •Product Description (Vintage Designer Bag): "A true collector's piece! This [Designer Name] shoulder bag from the early 2000s is pure Y2K glam. Lovingly sourced and in incredible condition, it’s ready for its next chapter. Imagine the stories it could tell... and the new ones you'll create. #CherishTheLabel #VintageDesigner #Y2KAesthetic #LuxuryResale #ConsciousFashion"