Brand Tone

Elegant, Caring, and Traditional.

Brand Values

• •Heritage and Tradition
• •Quality Craftsmanship
• •Celebration of Family Milestones
• •Exceptional Customer Service
• •Timeless Elegance

Best Practices

• •Use an Elegant & Emotive Lexicon: Consistently use words like "cherish," "heirloom," "timeless," "exquisite," "celebration," and "special day" to reinforce the brand's tone. Avoid slang, overly casual language, or hard-selling jargon.
• •Focus on the "Why," Not Just the "What": Frame product descriptions around the emotional significance of the event. It's not just a dress; it's a future heirloom and a part of a precious memory.
• •Maintain a Personal, Caring Voice: Address the customer directly ("your family," "your little one"). Use a tone that is reassuring and warm, like a trusted friend offering advice for a significant life event.
• •Highlight Heritage and Quality in All Communications: Regularly mention the brand's 25-year history, UK design, and commitment to fine materials. This builds trust and justifies the premium positioning of the products.
• •Ensure Consistency Across All Text: From the website's privacy policy to error messages and packaging inserts, every piece of text should reflect the same elegant, caring, and traditional tone. This creates a seamless and professional brand experience.

Social Perception

Cherubs is perceived by its customers as a premium, reliable, and specialist retailer for high-quality children's occasion wear.

Copy Examples

• •Crafted for the Moments You'll Cherish Forever. Discover Our Heirloom Christening Gowns.
• •Bestow a timeless gift with our Ivory Silk Christening Gown. Designed in the UK and tailored from the finest pure silk, this exquisite gown is detailed with delicate lace and soft cotton lining for your baby's comfort. It is more than a dress; it is the first chapter of a family story, ready to be passed down through generations.
• •For over 25 years, our family has been dedicated to dressing your family for its most precious milestones. At Cherubs, we believe in timeless style, the beauty of British design, and the joy of a perfectly crafted garment. Welcome to our tradition.
• •Let her shine on the special day. Our collection of flower girl dresses combines playful elegance with gentle comfort, ensuring she feels as wonderful as she looks. Explore enchanting designs made for making memories.
• •Subject: A Cherished Piece for a Cherished Day. | Dear [Customer Name], Thank you for choosing Cherubs to be a part of your family's celebration. We hope the beautiful garment you selected brings immense joy and helps create memories that will be treasured for a lifetime. We are honored to be a part of your story.