Brand Tone

Conscious & Thoughtful, Authentic & Personal, Feminine & Timeless, Gentle & Calm, Empowering & Intentional

Brand Values

• •Sustainability
• •Ethical Production
• •Slow Fashion
• •Quality & Durability
• •Timeless Design
• •Transparency
• •Intentional Living
• •Community & Connection

Best Practices

• •Emphasize "Slow" and "Intentional": Use language that reflects the thoughtful, deliberate nature of the brand – words like "considered," "mindful," "cherish," "crafted," "journey," "lasting," "enduring."
• •Highlight Natural Materials and Ethical Processes: Frequently and transparently mention the sustainable fabrics used (linen, hemp, organic cotton) and the local, ethical production in Vancouver. This reinforces core values.
• •Weave in the Vintage Inspiration and Timelessness: Describe pieces in terms of their classic appeal, feminine silhouettes, and ability to transcend trends. Use evocative language that hints at nostalgia and enduring style.
• •Maintain a Gentle, Authentic Voice: Write as if speaking to a friend who shares similar values. Be open, honest, and avoid overly corporate or salesy language. Let the founder's passion and the brand's personal story subtly shine through.
• •Focus on the "Why" Behind the "What": Connect the features of the clothing (e.g., natural fabric, classic design) to the benefits for the customer and the planet (e.g., comfort, lasting style, reduced environmental impact, feeling good about their purchase). Explain how each piece contributes to a more conscious and beautiful wardrobe.

Social Perception

Highly Respected in the Ethical Fashion Community, Loved by Customers for Quality and Style, Seen as Authentic and Trustworthy, Aspirational yet Accessible

Copy Examples

• •Draped in the quiet luxury of pure linen. Our [Dress Name] Dress isn't just a garment; it's a commitment to timeless style and a gentler way of living. Crafted with intention, designed to be cherished. #harlyjae #SlowFashionSummer #EthicalStyle
• •Whispers of Vintage, Crafted for Today. Discover new arrivals, thoughtfully designed in natural fabrics for seasons of effortless wear. Embrace enduring style. Shop the Collection.
• •A Little Something for Your Conscious Closet | harly jae
• •Meet your new everyday poetry. The [Top Name] Top, woven from breathable [Fabric Type], moves with you from morning light to evening calm. Its timeless silhouette and thoughtful details make it a quiet statement of enduring femininity and conscious choice.
• •Finding beauty in simplicity and strength in sustainable choices. harly jae offers vintage-inspired, ethically made womenswear for the modern woman who values quality, timelessness, and a kinder approach to fashion. Explore pieces made to love and last. [Link to website/product]