Brand Tone

approachable-aspirational, friendly, and trustworthy

Brand Values

• •Quality & Authenticity
• •Value & Accessibility
• •Personal Service
• •Sustainability
• •Community

Best Practices

• •Always write from a place of genuine love for fashion. Use enthusiastic and appreciative language like "stunning," "beautiful," "iconic," and "cherished" to describe products.
• •Use "you" and "we" to create a direct conversation with the customer. Phrases like "Come say hello," "We can't wait to show you," and "Your friends at H&G" foster a sense of community.
• •Highlight the designer names and quality craftsmanship (aspirational) while emphasizing the pre-loved nature and fair pricing (accessible). This reinforces the core value proposition.
• •Frame products not just as items for sale, but as pieces with a past and a future. Use phrases like "give it a new story," "ready for its next adventure," or "a second life" to add emotional depth and highlight sustainability.
• •Share styling tips and announce new arrivals as if sharing a secret with a good friend. This builds trust and positions the brand as a knowledgeable, go-to fashion resource rather than just a retailer.

Social Perception

trusted local treasure

Copy Examples

• •Your Second Chance at First-Class Style. Discover timeless designer fashion and give beautiful pieces a new story. Explore our curated collection of pre-loved luxury.
• •That feeling when you find *the one*. This stunning Mulberry Bayswater has just arrived, and it's looking for a new loving home. Immaculate, iconic, and waiting for you in-store. Pop in and say hello—it might just be love at first sight! #PrelovedLuxury #CheshireStyle #SustainableFashion
• •Tired of the same old high street? Your dream wardrobe is waiting at Handbags & Gladrags in Cheshire! From designer bags to unique occasion wear, we curate the best in pre-loved fashion. Visit us for a personal shopping experience and find pieces you'll cherish forever. Quality fashion shouldn't cost the earth.
• •New Arrivals Alert! See What Stunning Pieces Just Came In...
• •Perfect for your next special occasion, this beautiful floral dress from L.K.Bennett is the definition of elegance. Crafted from pure silk and in pristine, like-new condition, it offers timeless style without the designer price tag. A truly stunning piece that's ready for its next chapter with you.