Brand Tone

Friendly, feminine, and celebratory, using colloquial language to create a personal and approachable feel. The voice is enthusiastic and passionate, positioning itself as a confidante and fellow enthusiast for "pretty, fabulous things," aspirational yet accessible.

Brand Values

• •Passion for Gifting
• •Female Empowerment and Support
• •Celebration of Women
• •Entrepreneurial Spirit
• •Curated Style

Best Practices

• •Always Start with "Her": Frame all copy from the perspective of your target customer. Use inclusive and familiar language like "Hey Girl," "bestie," and "girl boss" to maintain a conversational and relatable tone.
• •Emphasize the "Why": Connect products to emotions and experiences. It's not just a bag; it's a confidence booster for a big day. It's not just a gift; it's a way to celebrate the amazing women in your life.
• •Celebrate and Empower: Use positive and uplifting language. Words like "fabulous," "unstoppable," "magic," and "celebrate" should be staples in your vocabulary to reinforce the brand's core message of female empowerment.
• •Tell the Story: Share the stories behind the products, especially those from other women-led businesses you support. This adds depth and authenticity to the brand and reinforces your values.
• •Maintain Visual and Verbal Synergy: Ensure the fun, feminine, and fabulous tone of the copy is reflected in the visual branding across the website and social media. The "pretty.fabulous.things" tagline should be a guiding principle for both what you show and what you say.

Social Perception

Positive within its niche, perceived as a go-to source for giftable and stylish accessories for women. The brand is seen as authentic and run by a passionate individual, a knowledgeable and trustworthy voice, and socially conscious due to its support for other women-owned businesses.

Copy Examples

• •Meet your new obsession. ✨ Our latest collection of vegan leather bags has just dropped, and they're ready for all your adventures. From brunch with the besties to conquering the boardroom, there's a style waiting to tell your story. Go on, treat yourself—you deserve it!
• •For the unstoppable woman in your life. 💪 Our 'Girl Power' gift set is packed with everything she needs to take on the world: a bold mug for her morning motivation, a chic journal for her brilliant ideas, and a keychain to remind her that she's got this. Tag a girl boss who inspires you!
• •A little sparkle for your everyday magic. ✨ This delicate necklace is the perfect finishing touch to any outfit. Because life's too short for boring jewelry. #chickwares #prettyfabulousthings
• •Hey Gorgeous! A little surprise is waiting for you... We saw this and thought of you. Our new stationery collection is here to make your desk a happier place. Plus, enjoy 15% off your next order, just because we appreciate you. XoXo, The Chickwares Team
• •The art of the perfect gift? We've got it down. 💕 Whether it's for your sister, your bestie, or your favorite co-worker, find something truly special at Chickwares. We curate fabulous things for the fabulous women in your life. Shop our gift guide now!