Brand Tone

Aspirational yet Accessible, Confident and Value-Oriented, Community-Focused and Welcoming, Stylish and Trend-Aware, Transparent

Brand Values

• •Accessibility/Affordability
• •Quality
• •Value
• •Family-Oriented
• •Style and Trend Consciousness
• •Community
• •Transparency

Best Practices

• •Always Balance Aspiration with Accessibility: Use words that evoke quality and style ("elevated," "luxury," "premium," "designer") but immediately ground them with terms of value and attainability ("affordable," "irresistible prices," "within reach," "smart value").
• •Maintain a Confident, Inviting Voice: Speak with assurance about the brand's value proposition while being warm and welcoming to invite customers into the "J+M Tribe." Avoid overly exclusive or intimidating language.
• •Highlight the "Why": Briefly explain *how* JANE + MERCER offers great value (e.g., "family-run," "vertical structure," "direct design concept") to build trust and reinforce the "smart choice" aspect. This was noted on their "About Us" and blog.
• •Focus on Both Trend and Timelessness: Appeal to customers looking for current styles ("trend forward," "latest collections") as well as those seeking enduring pieces ("timeless charm," "staples").
• •Incorporate Community Language: Use hashtags like #ItsFromJM and phrases that foster a sense of belonging ("Join the Tribe," "Our Happy Customers") to reinforce the community aspect mentioned in their brand identity.

Social Perception

Positively Perceived for Value, Seen as a Smart Shopping Destination, Appreciated for Style and Quality, Building a Loyal Following, Generally Reliable

Copy Examples

• •Headline: Elevated Style. Down-to-Earth Prices. Body: Discover JANE + MERCER, where luxe designs and quality craftsmanship meet incredible value. Because you deserve to look and feel amazing, without the designer price tag. #ItsFromJM
• •Headline: Your Secret to Affordable Luxury. Body: Shhh... We're JANE + MERCER. Thanks to our unique family-run, direct-to-you model, we bring you trend-forward fashion and chic home décor from coveted brands at prices you won't believe. Join the J+M Tribe and boutique differently.
• •Headline: Quality You Can Feel, Prices You'll Love. Body: Experience the JANE + MERCER difference. From sumptuously soft cashmere to perfectly tailored pieces, we deliver premium quality without the premium markup. Invest in style that lasts.
• •Headline: The Smart Way to Stay Stylish. Body: Why pay more for the designer looks you love? JANE + MERCER offers a curated collection of today's trends and timeless classics at up to 50% off traditional retail. Elevated style is now within reach.
• •Headline: Welcome to the J+M Tribe! Body: More than just a store, JANE + MERCER is a community of style-savvy individuals who appreciate quality, value, and the thrill of a great find. Explore our latest arrivals and see why #ItsFromJM.