Brand Tone

Luxurious & Sophisticated, Empowering & Confident, Sensual & Provocative (tastefully), Ethical & Conscious, Personal & Passionate

Brand Values

• •Empowerment: Helping individuals, particularly women, reclaim their bodies and feel confident.
• •Inclusivity: Catering to a wide range of body types and needs, including mastectomy and nursing bras, and continually expanding size ranges.
• •Quality & Craftsmanship: Using fine materials (French lace, silk, 24k gold-plated hardware) and skilled, UK-based manufacturing.
• •Ethical Production & Sustainability: Commitment to UK manufacturing, sourcing materials responsibly, and minimizing waste.
• •Uniqueness & Individuality: Offering distinctive designs with customizable jewellery elements.
• •Transparency: Open about their production processes and brand ethos.

Best Practices

• •Embrace "Empowering Luxury": Always intertwine the themes of opulence and sophistication with messages of strength, confidence, and self-love. Avoid language that feels purely transactional; instead, focus on the transformative experience of wearing the lingerie.
• •Highlight Ethical Craftsmanship: Consistently mention the UK-based, in-house production, the quality of materials (e.g., "French Leavers lace," "24k gold-plated hardware"), and sustainable practices. This reinforces value and justifies the luxury price point.
• •Speak Inclusively and Personally: Use language that resonates with a diverse audience. Reference the brand's commitment to a wide range of sizes and specific needs like mastectomy wear. Incorporate the founder's passion and the personal stories behind the collections where appropriate to build connection.
• •Maintain Sophistication in Sensuality: When describing the allure of the pieces, use elegant and evocative language rather than overtly explicit terms. Focus on the beauty of the design, the feel of the fabrics, and the confidence they inspire.
• •Showcase Uniqueness: Emphasize the distinctive features like the detachable jewellery and the ability to customize looks. This sets the brand apart and reinforces its innovative spirit. Use the brand's motto, "it's what's underneath that counts," to anchor the core message.

Social Perception

Generally viewed as a high-quality, luxurious, and ethical lingerie brand. Appreciated for its unique designs that blend lingerie with jewellery. Recognized for its distinctive aesthetic and features like detachable gold-plated jewellery. Customers and press acknowledge the brand's mission to empower women.

Copy Examples

• •Headline: Adorn Yourself. Discover the Art of Empowerment. Body: At Edge o' Beyond, we believe true luxury lies in the exquisite craftsmanship that honors your form and the ethical practices that honor our world. Each piece, handcrafted in the UK with 24k gold-plated details, is an invitation to embrace your unique radiance. It’s more than lingerie; it’s a feeling.
• •Headline: Sustainably Seductive. Consciously Crafted. Body: Indulge in lingerie that feels as good for your spirit as it does against your skin. Edge o' Beyond champions UK-made luxury, from sourcing the finest French lace to ensuring every stitch supports ethical production. Shine from within, knowing your beauty doesn’t compromise your values.
• •Headline: Your Story. Your Strength. Your Lingerie. Body: Inspired by resilience, designed for every body. Edge o' Beyond celebrates the power within you. Our inclusive sizing and meticulously designed pieces, featuring signature gold detailing, are made to make you feel undeniably confident and utterly cherished.
• •Headline: Beyond Expectation. Beyond Ordinary. Edge o' Beyond. Body: Experience the transformative touch of bespoke-inspired lingerie. With innovative designs incorporating detachable 18k gold plated jewellery, our collections invite you to personalize your allure. Handcrafted in Wales, designed to empower you.
• •Headline: It's What's Underneath That Truly Counts. Body: Invest in yourself with Edge o' Beyond's luxury lingerie and nightwear. Designed in London and ethically made in our Welsh atelier, each piece is a testament to exquisite detail and enduring quality. Discover the collection that’s as unique and empowering as you are.