Brand Tone

Aspirational, empowering, and personal; crafted to inspire confidence and timeless elegance; high-end and approachable, deeply rooted in the founder's passion for fashion as art and self-expression.

Brand Values

• •Empowerment and Confidence
• •Fashion as Art and Self-Expression
• •Timeless Style Over Trends
• •Personalized Experience
• •Quality and Elegance

Best Practices

• •Use Empowering Language: Consistently use strong, aspirational verbs and adjectives such as "radiate," "empower," "elevate," "timeless," and "masterpiece" to reinforce the brand's core message of confidence.
• •Tell the "Why" Story: Anchor the copy in Michal's personal passion for fashion as a source of strength and identity. This narrative differentiates the brand from competitors and builds a deeper customer connection.
• •Focus on "Style" Not "Fashion": Frame products as tools for creating personal style. Educate the audience on how to combine pieces to create a "masterpiece," rather than just selling individual items.
• •Maintain an Elegant and Personal Voice: Write in a tone that is both sophisticated and warm. Directly address the customer ("you") and share the brand's philosophy from a personal perspective ("I wanted to give...").
• •Emphasize the Personalized Experience: In all communications, highlight that Emme is more than a store; it's a "personalized shopping experience" designed to help women express their identity. This reinforces the value proposition beyond the products themselves.

Social Perception

Perceived as a boutique brand offering unique, high-quality, and stylish clothing; a destination for elevating wardrobes; provides a satisfying, curated collection known for quality and design; seen as passion-driven and authentic due to the founder's story.

Copy Examples

• •Style is your story. Our new Fall/Winter 2024 collection is an invitation to write your next chapter in confidence and timeless elegance. Discover pieces designed not just to be worn, but to be lived in.
• •Elegance is an attitude. Radiate confidence with every step in our Eden Silk Dress, a piece crafted to transform your look from beautiful to eternal. This isn't just a dress; it's a statement.
• •At Emme, we believe fashion is what you buy, but style is how you live. Our purpose is to provide you with the art to express your true self, creating a masterpiece of an outfit that is uniquely you.
• •Feeling beautiful is the ultimate luxury. Experience a personalized approach to fashion and discover a curated collection that empowers you to feel confident and chic. Your journey to timeless style starts here.
• •The Popeline Dress: A study in sophisticated simplicity. More than just a garment, this is the foundation for a look that can take you from trendy to classic, from edgy to timeless. Feel the magic of true style.