Brand Tone

Aspirational Artisan: Sophisticated, passionate, personal, elegant, and warm

Brand Values

• •Craftsmanship & Quality
• •Timeless Elegance
• •Founder's Passion & Heritage
• •Modernity & Subtlety

Best Practices

• •Always Lead with the Story
• •Use Evocative, Sensory Language
• •Emphasize "Handmade" and "Artisan"
• •Maintain a Warm, Personal Tone
• •Balance Aspiration with Attainability

Social Perception

CHIC CHEMIN is perceived as a high-quality, boutique luxury brand that offers a genuine, handcrafted product. Customers and admirers see it as an authentic alternative to mass-produced footwear. The positive perception is largely built on the "boca a boca" (word-of-mouth) reputation, which speaks to the product's ability to deliver on its promises of quality and style. It is viewed as a successful Peruvian brand with international appeal, a point of pride for its local market and a mark of quality for its international one. The association with Parisian chic gives it a global fashion credibility.

Copy Examples

• •Meet the Isabelle Loafer. Inspired by early morning walks along the Seine and designed for the woman who creates her own path. Each pair is handcrafted from supple leather by our dedicated artisans, blending timeless comfort with effortless chic. Where will you walk yours? #ChicChemin #HandmadeLuxury #APathofYourOwn
• •Tired of trends that fade? Invest in timeless elegance. CHIC CHEMIN shoes are more than an accessory; they are a promise of quality, handcrafted by Peruvian artisans with a Parisian soul. Discover the difference of true craftsmanship. Shop our new collection now.
• •The Art of the Walk. Discover handcrafted leather shoes designed in Paris and made with passion in Peru. This is CHIC CHEMIN. This is your path.
• •Subject: From Gia's Sketchbook to Your Wardrobe It all starts with a line. A curve. An idea sketched after a walk through Le Marais. For me, Gia, every CHIC CHEMIN design is personal. It’s a piece of my story, brought to life by the incredible hands of our artisans. The new 'Colette' mule is no different. It’s built for elegance, designed for life. See the story behind the design.
• •Effortless sophistication at your feet. Our Elodie Mules are the epitome of versatile chic. Hand-finished with buttery-soft leather and a cushioned insole for all-day comfort, they are the perfect companion for everything from boardroom meetings to weekend brunches. Made to last, designed to be loved. Artisan-crafted in Peru.