Brand Tone

aspirational elegance and practical luxury; polished, sophisticated, confident, authoritative, and intimately connected to its customers and their pets.

Brand Values

• •Quality Craftsmanship
• •Functionality and Practicality
• •Sustainability and "Slow Fashion"
• •Customer-Centricity
• •Passion and Personal Touch

Best Practices

• •Lead with "Elegant Practicality": Every piece of copy should balance sophistication with real-world function. Use elegant, evocative language but always ground it in the product's tangible benefits (e.g., "A sophisticated silhouette crafted from durable, waterproof fabric").
• •Maintain the Founder's Voice: Continue to leverage the personal story of the founder, Ekaterina Dobbelaere. Writing in the first person ("From my atelier to you") for blog posts, newsletters, or "About Us" content reinforces authenticity and passion.
• •Create a "Brand Vocabulary" List: Compile a list of on-brand words (e.g., atelier, bespoke, handcrafted, chic, functional, timeless, companion) and words to avoid (e.g., cheap, cute, basic, trendy). This ensures consistency across all team members and platforms.
• •Emphasize the "Why," Not Just the "What": Instead of just saying "we sell dog carriers," tell the story behind them. Explain the inspiration (e.g., "Born from a desire to blend our love for fashion with our love for pets"). This creates a stronger emotional connection with the audience.
• •Adapt the Tone, Not the Core Identity, for Each Platform: The brand's core identity is "elegant and high-quality." On Instagram, this translates to polished photos and refined captions. On TikTok, it can be a "behind-the-scenes" look at the craftsmanship or a quick styling tip, which is more dynamic but still showcases expertise and quality. The elegance should never be sacrificed for a fleeting trend.

Social Perception

Primarily perceived and presented as a luxury brand for women's apparel and high-end pet accessories, specifically chic dog carriers. It is seen as a brand for a discerning customer who values British craftsmanship, quality materials, and a cohesive style for themselves and their dog.

Copy Examples

• •Elegance is an attitude, a quiet confidence that speaks for itself. Introducing The Calderdale Collection — where timeless design meets modern practicality. Meticulously handcrafted in our Yorkshire atelier to accompany you and your most cherished companion on every adventure. Discover the collection. #DobbelaereFashion #BritishDesign #LuxuryForYouAndYourPooch
• •Weather the elements in style. Our iconic Panthera Dog Carrier isn't just chic—it's crafted from fully waterproof and windproof technical fabric to ensure your companion stays warm and dry, no matter the forecast. Uncompromised style meets unparalleled function. #DobbelaereFashion #FunctionalLuxury
• •Your vision, brought to life. Beyond our collections, we offer a truly personal experience: our bespoke design service. From a dream dress inspired by Hollywood's golden age to a custom carrier tailored to your pet's every need, we make it possible. Let's create something uniquely yours. Schedule your private consultation today. #BespokeFashion #MadeForYou #DobbelaereAtelier
• •One scarf, three distinct looks. From a classic necktie to a chic bag accessory. True style is about versatility. Which look is your favorite: 1, 2, or 3? Let us know in the comments! #StyleInspiration #HowToStyle #Dobbelaere
• •Subject: A Story in Every Stitch. Body: At Dobbelaere Fashion, 'luxury' isn't just a label—it's a promise. It's the feel of locally sourced moleskin, the durability of a hand-sewn seam, and the beauty of a design made to last. We believe in 'slow fashion': creating timeless pieces that you—and your furry friend—will cherish for years to come. Thank you for supporting thoughtful, local design.