Brand Tone

Friendly, Personal, Trustworthy, Passionate, and Curated

Brand Values

• •Customer-Centricity
• •Affordable Quality
• •Community Focus
• •Curated Style

Best Practices

• •Lead with "Personal and Passionate": Always use warm, inviting language. Refer to products as "hand-picked," "curated," or "our favorites." Share the story behind the products, such as their Italian origins, to convey passion.
• •Emphasize "We" and "You": Frame communication as a conversation between the "we" of the family business and the "you" of the valued customer. This builds a personal connection and reinforces the customer-centric approach.
• •Highlight Value and Affordability: Consistently pair mentions of high quality (e.g., "Italian leather," "beautifully crafted") with assurances of fair pricing ("affordable," "great value"). This directly addresses a key element of the brand's positive perception.
• •Be Genuinely Helpful: The copy should not just sell but also offer solutions. Phrases like "If you can't find what you're looking for..." or "We'll order it for you" reflect the helpful, service-oriented value that customers praised.
• •Maintain a Boutique Feel: Avoid corporate jargon. Keep the language simple, heartfelt, and focused on the tangible experience of visiting a beloved local shop, even in online communications. This maintains the "hidden gem" appeal of the brand.

Social Perception

Perceived as a hidden gem offering exceptional and personal service, with high-value and unique products. Customers saw it as a trusted, community-focused independent boutique.

Copy Examples

• •Crafted from beautifully soft Italian leather, our CLAUDIA shoulder bag isn't just an accessory; it's a companion. Hand-picked for its timeless style and practical design, it’s ready for your everyday adventures. Pop into the boutique to feel the quality for yourself!
• •Our latest collection of hand-picked treasures has just arrived from Italy and France! We’re brimming with unique, on-trend pieces for sizes 8-18. Come and find that special something you won’t see anywhere else. We can't wait to help you style your perfect look.
• •Welcome to Grace, our little corner of Kent! We're a family business with a passion for beautiful, affordable fashion. From Italian leather bags to stylish gifts, every item is chosen with love. We hope you find something that makes you smile.
• •Looking for a specific color or style? Don't hesitate to ask! We receive new deliveries weekly and are always happy to source items just for you, with no obligation. Your perfect accessory is our mission.
• •We love being part of the Tonbridge community! As proud partners of the TN Card, we’re delighted to offer our neighbors 10% off all full-priced items. Thank you for supporting our small family business!