Brand Tone

Aspirational, elegant, and empowering overall. Friendly and trendy for social media, and personal, professional, and reassuring for custom design services.

Brand Values

• •Empowerment and Confidence
• •Individuality and Uniqueness
• •Elegance and Quality
• •Personal Connection and Service
• •Resilience and Philanthropy

Best Practices

• •Segment Your Tone: Maintain the aspirational and trendy voice for general fashion on social media, but switch to a more personal, elegant, and reassuring tone when discussing custom designs and bridal wear. This shows respect for the different customer journeys.
• •Always Empower: Every piece of copy, whether for a sundress or a wedding gown, should tie back to the core value of making the wearer feel confident and beautiful. Use empowering verbs and positive affirmations.
• •Tell the Founder's Story: Periodically weaving in Shirley DeBoer's journey adds authenticity and emotional depth. This story of resilience and purpose differentiates CHICELY from generic fashion brands.
• •Highlight Individuality: Use words like "unique," "your story," "personalized," and "one-of-a-kind" to reinforce the brand's commitment to custom-fit and individual expression, even when promoting ready-to-wear items.
• •Focus on "Chic" and "Elegance": Let the brand name be a guide. The copy should always reflect a sense of refined style ("elegance") combined with modern, fashionable appeal ("chic"). This ensures all communication remains true to the brand's foundational identity.

Social Perception

Exceptionally positive for custom wear due to personalized service; mixed for ready-to-wear akin to online fast-fashion; projects an aspirational, desirable, feminine, and elegant lifestyle.

Copy Examples

• •Beyond the dress, it's a feeling. It's your story, woven into every stitch. Introducing the 2026 Bridal Collection where timeless elegance meets your unique vision. Let's create the dress you've always dreamed of. #ChicelyBride #BespokeBridal #DreamDress
• •Effortless summer days are calling. Answer in our new Floral Whisper Sundress. Designed for sun-drenched picnics and golden hour strolls, it's the piece your wardrobe has been waiting for. Shop the look and embrace the season with CHICELY.
• •CHICELY was born from a simple belief: every woman is a masterpiece, and her dress should be, too. Founded by Shirley DeBoer, we go beyond fashion to offer a personalized experience, crafting garments that celebrate your individuality and empower your journey. From a custom wedding gown to a chic evening dress, we're here to honor your story.
• •Subject: An Elegant Update for Your Wardrobe | The Mid-Season Sale is Here. Confidence is always in style. Discover timeless pieces and modern trends in our exclusive sale. Find that perfect dress that feels like it was made just for you. Limited time only.
• •From sketch to stunning reality Watch the magic happen as we create a custom evening gown. What would your dream dress look like? #CustomFashion #EveningGown #FashionDesigner #Chicely