Brand Tone

Knowledgeable & Passionate, Whimsical & Playful, Inclusive & Welcoming, Story-driven & Nostalgic, Authentic & Genuine, Empowering, Community-Focused, Conscious & Sustainable

Brand Values

• •Inclusion
• •Quality
• •Creating Community
• •Sustainability
• •Human Connection
• •Self-Expression & Individuality
• •Heritage & Learning from the Past
• •Joy & Playfulness
• •Ethical Practices
• •Empowerment

Best Practices

• •Embrace Storytelling: Every piece has a history. Weave in elements of nostalgia, past eras, or the imagined life of the item. Make the copy an invitation to own a piece of a larger narrative.
• •Inject Playfulness & Wit: Don't be afraid of a little humor, a clever turn of phrase, or a wink to the devilish fun of finding unique details. Keep the language lively and engaging.
• •Highlight Uniqueness & Individuality: Continuously reinforce the idea that these pieces are for people who want to stand out and express their personal style, not follow fleeting trends.
• •Speak with Passion & Authority (but keep it accessible): Share knowledge about vintage styles, designers, or care tips in a way that’s enthusiastic and informative, making customers feel they're learning from a trusted friend, not a textbook.
• •Foster Community & Inclusivity: Use welcoming language that speaks to a diverse audience. Emphasize shared joy, connection, and the idea that everyone deserves to feel fabulous and express themselves. Regularly incorporate language that reflects your values of sustainability and supporting other small/women/minority-owned businesses.

Social Perception

A Premier Vintage Jewelry Destination, Expert & Trustworthy, Friendly & Approachable, A Unique & Fun Experience, Community-Minded, Inclusive, A Hidden Gem

Copy Examples

• •Instagram Post (Showcasing a 1950s Brooch): Unlock a little mid-century magic ✨ This dazzling 1950s stunner isn't just a brooch, it's a conversation starter, a tiny piece of history, and your next beloved heirloom. Who says the devil isn't in the delightful details? 😉 Come find your sparkle. #VintageJewelry #DevilsDetailsATX #50sStyle #OwnAStory
• •Website Homepage Banner: More Than Just Jewelry. It's History, It's Your Story, It's Sustainable Style. Discover Unique Vintage Treasures at Devil's Details Boutique – Where Every Piece Has a Past and You Define Its Future.
• •Email Newsletter Snippet (Promoting New Arrivals): Hey, Treasure Hunters! 👋 We've just unearthed a fresh collection of vintage delights, each piece whispering tales of bygone eras. From roaring '20s glamour to bold '80s statements, your unique find is waiting. Come play dress-up with history! (And yes, looking fabulous is a sustainable act!)
• •Facebook Ad (Targeting local Austin shoppers): Austin, let's get unique! ✨ Tired of the same-old? Devil's Details Boutique on South 1st offers a curated haven of vintage jewelry and accessories. Find that perfect, one-of-a-kind piece that screams YOU. Because life's too short for boring jewelry. #ShopLocalATX #VintageAustin #DevilsDetailsBoutique #BeUnique
• •In-Store Signage/Tagline: Devil's Details Boutique: Curated Vintage Jewels. For the Bold, the Playful, the Uniquely You. Embrace the Detail.