Brand Tone

Artisanal & Passionate, Authentic & Honest, Elegant & Inspirational, Sustainable & Conscious

Brand Values

• •Durability & Sustainability
• •Authenticity & History
• •Craftsmanship & Expertise
• •Support for Local Artisans
• •Uniqueness

Best Practices

• •Lead with the Story: Always start with the human element or the history of a piece. Instead of listing dimensions first, talk about its origin, its era, or the craftsmanship. This reinforces the value of "Authenticity."
• •Use Sensory and Evocative Language: Employ words that evoke a sense of touch, history, and emotion. Phrases like "velvety-smooth finish," "sun-faded patina," and "sturdy, time-tested oak" connect the customer to the tangible quality of the product.
• •Emphasize Sustainability Through Longevity: Frame the "ethical" aspect not just as an abstract concept but as the practical benefit of owning something durable and timeless that won't need replacing. This connects sustainability directly to customer value.
• •Maintain an Elegant and Warm Tone: The copy should feel like advice from a passionate and knowledgeable friend, not a formal sales pitch. Use "vous" in French communications to maintain a respectful but personal connection. The tone should remain professional yet human.
• •Be Transparent About the Restoration: Briefly mention the restoration process. Highlighting the "sanding," "waxing," or "repairing" involved showcases the expert craftsmanship and justifies the value of a restored piece over a new or untouched second-hand item. This builds trust and educates the consumer on the value they are receiving.

Social Perception

Ethic Atelier is perceived as a niche, high-quality provider of unique, well-restored furniture with character. Customers view the brand as trustworthy and professional, and recognize its expertise in decoration. As a relatively new company, it is actively building its reputation through direct customer satisfaction and word-of-mouth.

Copy Examples

• •This isn't just a chest of drawers; it's a century of stories, lovingly restored in our atelier. We smoothed the drawers that held a generation's keepsakes and revived the finish that caught the morning sun for decades. Now, it's ready for a new chapter. Bring a piece of history home. #EthicAtelier #MeubleAncien #DecorationDurable
• •At Ethic Atelier, we don't just sell furniture. We uncover souls. Each piece is chosen for its past and restored for its future, a sustainable promise of beauty and durability. Discover furniture with more than a function—discover a story.
• •Your hands have a story to tell. Join our weekend restoration workshop and learn the timeless art of bringing wood back to life. Guided by our head artisan, you'll learn the techniques to turn a forgotten piece into a treasured centerpiece. Limited spots available to ensure personal guidance.
• •The art of Parisian elegance lies in the details. A restored antique console, a handcrafted lamp, a touch of authentic character. Explore our curated collection of unique finds to bring that timeless French soul into your space. #BrocanteChic #FrenchInteriors #UpcycledFurniture
• •Feeling lost in your own space? Let us help you find its heart. Our decoration coaching goes beyond trends, focusing on creating a home that reflects your story with authentic, sustainable pieces. Book a consultation and let's create a space that truly feels like you.