Brand Tone

Sophisticated & Artistic, Intimate & Considered, Mysterious & Evocative, Respectful & Appreciative (of craftsmanship), Quietly Confident

Brand Values

• •Artistry & Craftsmanship
• •Uniqueness & Individuality
• •Quality & Durability
• •Curation & Exclusivity
• •Storytelling & Meaning
• •Timelessness (with a contemporary edge)

Best Practices

• •Embrace Evocative Language: Use rich, sensory words that paint a picture and elicit emotion. Think in terms of texture, light, shadow, and narrative. Avoid overly technical or blunt descriptions.
• •Focus on the "Why" & the Story: Go beyond just describing what a product is. Share the inspiration behind it, the maker's process, or the feeling it's meant to evoke. This aligns with the value of storytelling.
• •Maintain an Air of Sophistication and Exclusivity: Write with intelligence and refinement. Avoid slang, overly casual phrasing, or aggressive sales tactics. The copy should feel as curated as the products themselves.
• •Champion the Artist/Designer: Whenever possible, bring the creator into the narrative. This reinforces the values of craftsmanship and artistry and adds a personal touch.
• •Less is More (Impactful Brevity): While descriptions can be evocative, ensure every word earns its place. Sometimes a shorter, more poetic phrase can be more powerful than a lengthy explanation. Let the quality of the items and imagery do some of the talking.

Social Perception

High-End Niche Retailer, Curator of Fine Goods, Art-Focused, Trusted Source for Unique Gifts/Purchases, Aspirational, Appreciated for Supporting Artists

Copy Examples

• •Instagram Post (New Ring): Whispers of ancient forests, captured in sterling silver. The 'Sylva' ring, a testament to nature's enduring artistry, hand-forged by [Designer Name]. Discover its quiet strength. #FallowStore #ArtisanJewellery #HandcraftedSilver #UniqueDesign #ModernHeirloom
• •Email Subject Line (New Collection): Unveiled: Echoes of the Unseen – The New Collection Arrives at Fallow.
• •Product Description Snippet (Necklace): ...Each facet of the obsidian pendant is carefully considered, reflecting a dance of shadow and light. It rests close to the heart, a silent companion imbued with untold stories. A piece not merely worn, but experienced.
• •Facebook Ad (General Brand Awareness): Beyond the fleeting. Fallow curates objects of enduring beauty and rare artistry. For those who seek the exceptional. Explore our collection of contemporary jewellery and fine objects. [Link to website] #Fallow #CuratedDesign #ArtJewellery #UniqueObjects #TimelessStyle
• •"About Us" Page Snippet: At Fallow, we believe in the soulful power of the handmade. We journey to find artisans who imbue their work with passion and a singular vision, offering you a collection that speaks of intimacy, artistry, and the beauty of the imperfect mark. Each piece is a conversation waiting to begin.