Brand Tone

Empowering, celebratory, down-to-earth, friendly, helpful, reassuring, welcoming, inclusive, knowledgeable, and expert.

Brand Values

• •Individuality and Self-Expression
• •Quality and Craftsmanship
• •Positive Customer Experience
• •Inclusivity
• •Heritage and Specialization

Best Practices

• •Use empowering and inclusive language, always framing communications around the customer's individuality, confidence, and personal style.
• •Maintain a friendly, down-to-earth tone, avoiding overly formal or corporate language, and write as if giving friendly, expert advice.
• •Tell the story of individuality by centering the narrative on the bride and showcasing real brides of all styles to reinforce the brand's message of inclusivity.
• •Highlight expertise and quality by consistently mentioning the brand's heritage, awards, and the craftsmanship of the garments to build trust.
• •Focus on the experience, not just the product, by emphasizing the magical, personalized, and stress-free appointment journey as a recurring theme in marketing copy.

Social Perception

Overwhelmingly positive; perceived as magical, a sanctuary for non-traditional brides, highly recommended for unique dresses, quality, and a supportive, no-pressure sales environment. Seen as a trusted, expert, and inspiring boutique that champions individuality.

Copy Examples

• •Your wedding day should be a reflection of you. Not traditions, not expectations, just your unique story. We're here to celebrate that with a dress that’s as individual as you are. #FairyGothMother #AlternativeBride #UnforgettableMoments
• •Crafted for confidence. Our steel-boned corsets are more than a garment—they are a celebration of your silhouette. Expertly fitted in our London studio to empower and define. #Corsetry #MadeInLondon #BodyConfidence
• •Forget the sea of ivory. Our new collection has arrived, full of colour, personality, and retro-inspired magic. For the bride who dares to be different. Book your private appointment and let's find the one that's unapologetically you.
• •Feeling like the traditional wedding dress just isn't... you? You're not alone. At FairyGothMother, we specialize in 1950s styles, tea-length cuts, and alternative gowns that let your personality shine. Find your perfect match in our London studio. [Book an Appointment]
• •Meet the Marilyn dress. Perfect for dancing the night away, this Fifties-inspired, tea-length gown combines timeless elegance with a playful spirit. The structured bodice ensures a flawless fit while the full skirt was made for twirling. Pair with a colourful petticoat to make it uniquely yours.