Brand Tone

Elegant, passionate, and sophisticated; highly refined and romantic on the website, while slightly more modern and direct on social media to fit the platforms' nature, always maintaining core elegance.

Brand Values

• •Craftsmanship and Artistry
• •Quality and Durability
• •Timeless Elegance
• •Authenticity
• •Sustainability

Best Practices

• •Prioritize Evocative Language: Always choose sophisticated and passionate words over generic or purely functional ones. Instead of "nice shoes," use "elegant footwear." Instead of "looks good," use "creates a sophisticated silhouette."
• •Tell the "Handmade" Story Consistently: The value of "handmade" is the brand's biggest differentiator. Every piece of copy should, where appropriate, reinforce this. Use phrases like "crafted by artisans," "the touch of the hand," and "meticulously constructed" to keep this value at the forefront.
• •Maintain Visual and Textual Harmony: The clean, elegant, and high-quality aesthetic of the brand's photos and videos must be matched by the copy. The text should feel as luxurious and well-crafted as the products look.
• •Educate the Customer on Value: Use copy to explain why natural leather and handmade processes matter. Briefly touch on the comfort, durability, and unique character of the shoes. This justifies the premium positioning and builds appreciation for the product's quality.
• •Adapt the Tone, Not the Voice: While the core voice is always elegant and passionate, the tone can be adapted for different platforms. On Instagram, it can be slightly more personal and engaging (using questions to followers). In an email, it can be more exclusive and direct. On the website, it should be at its most refined and descriptive. The core personality, however, must remain unchanged.

Social Perception

Generally positive, though limited due to its niche status and online noise. Customer engagement is consistently positive, primarily showing appreciation for the aesthetic. The brand effectively controls its own narrative, and there is an absence of public complaints or negative reviews, suggesting satisfaction among its clientele.

Copy Examples

• •It is more than a shoe. It is a work of art, born from tradition and shaped by hand. Our new collection is a symphony of natural leather and timeless design, created for the woman who walks with elegance and lives with passion. Discover the story. Wear the art. #DameloFashion #HandmadeElegance
• •Let every step be a statement. The Zeno Sandal, handcrafted from supple natural leather, is designed not just for appearance, but for feeling. Its sleek silhouette and refined details promise pure seduction and confidence from dusk until dawn. Step into your power.
• •They say patience is a virtue. We say it's an ingredient. Every stitch, every cut, every finish is done by hand with a passion for true craftsmanship. This is not fast fashion. This is forever elegance. #MadeInRomania #LeatherCraft #ArtisanShoes
• •Elegance is the only beauty that never fades. As the seasons change, invest in timeless style with our handcrafted leather boots. For a limited time, enjoy complimentary shipping on all orders and step into a world of authentic, durable craftsmanship. #TimelessStyle #Damelo
• •Damelo was born in the heart of Bucharest, where tradition meets modern energy. It began as a story of passion for quality and classic beauty, written in leather. Today, each pair remains a testament to that promise: an authentic, elegant, and durable piece of art for your wardrobe. #OurStory #PassionForLeather