Brand Tone

Empowering, playful, premium, celebratory, bold, confident, direct, and sophisticated fun.

Brand Values

• •Empowerment and Self-Expression
• •Quality and Sustainability
• •Authenticity and Heritage
• •Community and Love

Best Practices

• •Lead with Empowerment: Every piece of copy should aim to inspire and uplift. Use active, strong verbs and speak directly to the customer's ambition and strength.
• •Balance Playful with Premium: Juxtapose confident, sassy phrases with language that highlights the luxury and quality of the cashmere. This reinforces the brand's unique duality.
• •Tell the Story: Weave elements of the founder's narrative and the brand's 'why' into product descriptions and social media posts. This builds a deeper connection with the audience.
• •Emphasize Craftsmanship and Sustainability: Consistently mention the 'hand-embroidered' detail and 'sustainably-sourced' materials to justify the premium positioning and appeal to conscious consumers.
• •Maintain a Consistent Voice Across Platforms: Whether on the website, Instagram, or in an email, the confident, empowering, and slightly playful tone should be unmistakable. Create a simple brand voice guide for all team members to follow.

Social Perception

The brand is perceived as a luxury, statement-driven label for confident women who appreciate fine materials and a message with substance.

Copy Examples

• •Because you can be the boss and the sparkle. Our 'Crash the Glass' sweater, hand-embroidered on the softest sustainable cashmere. Wear your ambition.
• •Soft sweaters for hard-hitters.
• •Fairies Wear Boots: Luxury cashmere for women who write their own rules. Hand-embroidered with purpose in Austin, Texas.
• •This isn't just a sweater; it's a mindset. Woven from 100% sustainable Mongolian cashmere and hand-stitched with the mantra you live by. Incredibly soft, undeniably powerful. You've earned it.
• •What's your power-play mood today? A) Spreading Love or B) Crashing the Glass.