Brand Tone

Aspirational, elegant, and empowering; sophisticated, luxury-focused, and personal, with a touch of resilience and intimacy, aiming to connect with clients on a personal level through a shared appreciation for artistry and overcoming adversity.

Brand Values

• •Craftsmanship and Quality
• •Resilience and Strength
• •Empowerment and Femininity
• •Exclusivity and Personalization
• •Social Impact and Inclusivity

Best Practices

• •Lead with the 'Why': Always connect the product back to the core values of resilience, empowerment, and artistry. Every piece of clothing has a deeper meaning linked to the founder's journey.
• •Use Elevated Language: Maintain a sophisticated and elegant vocabulary. Words like "exquisite," "meticulous," "timeless," "vision," and "empower" should be staples in the brand lexicon to reinforce the luxury positioning.
• •Tell the Story of Resilience: Subtly weave the founder's personal narrative and the brand's start during the pandemic into copy where appropriate. This is a powerful differentiator that builds an emotional connection.
• •Emphasize Personalization and Craft: Consistently highlight the bespoke nature of the service and the hands-on, detailed craftsmanship. Use phrases like "your unique vision," "tailored to you," and "one-of-a-kind" to make the client feel central to the creative process.
• •Balance Strength with Femininity: The copy should feel both strong and gentle. Pair empowering words ("strength," "resilience," "power") with words that evoke femininity and elegance ("softness," "grace," "beauty") to capture the brand's dual essence.

Social Perception

Perceived as a luxury, boutique brand for high-quality, custom-made garments, catering to a niche market that values storytelling, artistry, and personal connection over mass-market trends. The brand's narrative of resilience and its commitment to social values foster a positive and respected image.

Copy Examples

• •Where timeless European craftsmanship meets your unique love story. Each gown in our collection is more than a dress—it is a testament to resilience, meticulously crafted to reflect your personal vision. Begin your forever in a garment that is as strong and beautiful as you are.
• •Iryna Shalom Couture was born from a dream of timeless elegance and forged in the fire of resilience. Our founder, Iryna Bezhan, built this house not just on the principles of haute couture, but on the enduring power of the human spirit. Every stitch tells a story of survival, artistry, and the unwavering belief that true luxury empowers.
• •The Signature Cashmere Wool Coat. Designed for the woman who leads with grace and strength. This piece features removable, genuine leather sleeves for versatile styling and a full silk lining for an unrivaled feeling of luxury against your skin. It’s not just an outer layer; it’s your armor of elegance.
• •Your Vision, Our Craftsmanship: The Bespoke Experience Awaits.
• •Meticulous attention to detail is our promise. Empowering young women by passing on the art of couture is our mission. Fashion that not only looks exquisite but does good. #IrynaShalom #CoutureWithAConscience #EmpoweringWomen