Brand Tone

Elegant, Heritage-Focused, and Understated

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Sustainability and Integrity
• •Authenticity (Scottish Identity)
• •Understated Luxury

Best Practices

• •Prioritize "Heritage" in Storytelling: Always link the product back to its deep Scottish roots and the generations of weavers behind it. Use phrases like "From our mill in the Scottish Borders," "Generations of craftsmanship," and "A tradition since 1783."
• •Use Elegant and Sensory Language: Describe the products with evocative words that appeal to the sense of touch and emotion. Use terms like "unparalleled softness," "luxurious warmth," "understated elegance," and "timeless appeal."
• •Maintain a Visually Cohesive Aesthetic: Ensure all imagery (on social media, the website, and in ads) reflects the brand's values. Use high-quality photos featuring natural textures, the Scottish landscape, and clean, elegant product shots. Avoid busy, loud, or overly trendy visuals.
• •Emphasize Longevity Over Trends: Frame products as investments. Use copy that speaks to durability, classic style, and the idea of "slow fashion." Highlight that these are pieces "to be cherished" and passed down, not just worn for a season.
• •Be Transparent About Quality and Provenance: Clearly state "Made in Scotland" and mention the use of the finest natural fibers like 100% cashmere or lambswool. This authenticity is a key differentiator and should be present in product details, social media bios, and all marketing materials.

Social Perception

Perceived as a premium, high-quality brand associated with authentic Scottish craftsmanship, luxurious materials, and timeless design; an insider's brand offering genuine, high-end accessories that represent a worthwhile investment in quality.

Copy Examples

• •Woven from more than just wool, our scarves carry the soul of Scotland. Each thread tells a story of heritage, handcrafted by artisans in our Langholm mill. This isn't just an accessory; it's a piece of tradition to wrap yourself in. #GlenIslaCashmere #MadeInScotland #TimelessLuxury
• •Experience the enduring comfort of our Ayton Lambswool Throw. Crafted with generations of expertise in our Scottish mill, its remarkable softness and natural warmth make it an indispensable companion for tranquil moments. An elegant and simple statement of understated luxury for your home.
• •The Heritage of Joshua Ellis, Exclusively Here. Discover timeless classics from one of Britain’s most prestigious mills, renowned for supplying the world’s finest luxury houses. Experience unparalleled craftsmanship at exceptional value.
• •As the world rushes on, we believe in the beauty of slowing down. Our accessories are a testament to this philosophy—carefully woven, hand-finished, and designed to last a lifetime. Rediscover the simple, profound pleasure of an accessory made with patience and purpose.
• •For the discerning individual who knows quality is not an accident. It's a choice. Our cashmere is sourced with integrity and woven with over 200 years of Scottish heritage. Wear a story of true craftsmanship. Explore the Glen Isla collection.