Brand Tone

Warm, nostalgic, and aspirational. Authentic and curated, with a personal, heartfelt voice that is encouraging and appreciative. It feels like advice from a stylish, trusted friend with an appreciation for history and quality, subtly promoting conscious consumerism.

Brand Values

• •Sustainability
• •Uniqueness and Individuality
• •Storytelling and Heritage
• •Curated Quality
• •Community

Best Practices

• •Lead with the Story: Always frame the product within a narrative. Don't just sell a "plaid skirt"; sell "the plaid skirt that feels like crisp autumn walks and library afternoons." Use evocative language that hints at the item's past and invites the customer into its future.
• •Emphasize "You" and "Your": Make the customer the protagonist of the story. Use phrases like "your new favorite," "ready for your adventures," and "make it part of your story." This creates a personal connection and helps the customer envision the item in their own life.
• •Use a Warm and Nostalgic Vocabulary: Incorporate words like "treasure," "timeless," "memory," "heritage," "story," and "cherished." This reinforces the brand's core values and maintains a consistent, warm tone.
• •Highlight Sustainability Subtly: Instead of using stark terms like "eco-friendly," weave the concept of sustainability into the brand's romantic narrative. Phrases like "give it a new chapter," "love clothes that last," and "a beautiful alternative to the new" communicate the value without sounding overly clinical.
• •Be Descriptive and Sensory: Since customers cannot touch the items online, use rich, sensory descriptions in your copy. Describe the "soft feel of worn-in denim," the "delicate rustle of a silk scarf," or the "intricate details of hand-stitched embroidery" to bring the texture and quality of the garments to life.

Social Perception

Largely positive. Perceived as a reliable source for unique, high-quality, authentic vintage wear. Customers appreciate the careful curation, the 'treasure-hunting' experience, and thoughtful customer service. Strong association with aesthetic appeal, quality, and the joy of discovering fashion with a past.

Copy Examples

• •Channeling the free spirit of the '70s. This floral dream just landed in the shop, carrying stories of sun-drenched afternoons and forgotten mixtapes. It’s more than a dress; it’s a feeling. Ready to make your own memories in it? Tap to shop your story.
• •Tired of trends that fade? At GrandmaMary, we believe in style that lasts. Our new Autumn Vintage Collection is here, filled with timeless pieces that tell a story. From tailored wool blazers to silk scarves, discover fashion with a soul. Shop consciously, dress uniquely.
• •Wear a Story. Our curated vintage collection is a tribute to the timeless style and enduring quality of the past. Find your one-of-a-kind piece and give it a new future.
• •Just for You: A Little Piece of History Inside... Hello, vintage lover! We've just added a handful of carefully selected treasures to our collection, and we thought of you. Imagine the life this 1960s handbag has lived... and the adventures it's yet to have with you.
• •Which one tells your story? We believe every piece has a personality. Whether you're feeling bold and bright or soft and romantic, we've got a memory for you to wear.