Brand Tone

Sophisticated, Conscious, Timeless, Elegant, Responsible, Approachable, Helpful, Independent-Minded

Brand Values

• •Quality & Craftsmanship
• •Timeless Style over Fleeting Trends
• •Sustainability & Responsibility
• •Individuality & Creativity
• •Customer Focus & Service

Best Practices

• •Develop a Core Messaging Guide: Document key brand phrases, approved terminology for sustainability efforts, and words to embrace or avoid, ensuring everyone writing for the brand is aligned.
• •Focus on "Investment Dressing" Language: Emphasize longevity, quality of materials, classic design, and the idea of pieces becoming wardrobe staples rather than disposable trends.
• •Weave in Sustainability Naturally: Instead of treating it as an afterthought, integrate messaging about responsible sourcing, ethical production, and circular initiatives (repair, rent, resell) into product descriptions and brand storytelling where relevant.
• •Maintain an Elegant yet Accessible Voice: The tone should be sophisticated but not exclusionary. It should feel aspirational yet attainable, welcoming and informative, especially when discussing quality and design details.
• •Storytelling over Hard Selling: Share the stories behind the designs, the craftsmanship, the sustainable choices, and how the pieces fit into a modern woman's life, creating an emotional connection beyond the product itself.

Social Perception

Positive for Quality and Classic Style, Mid-to-High Price Point, Improving Sustainability Image, Mixed Online Experience, Target Audience: Historically appealed to young professionals in their 30s.

Copy Examples

• •Homepage Banner: "Style That Endures. Crafted for Life. Discover pieces designed with passion, made to last."
• •Product Description (e.g., for a wool coat): "Embrace timeless elegance with our [Coat Name]. Woven from responsibly sourced [Material e.g., pure wool] by artisans we trust, this coat isn't just a seasonal statement, but a lifelong companion. Its classic cut and meticulous detailing ensure it will remain a cherished part of your wardrobe for years to come. #JigsawForever"
• •Sustainability Page Snippet: "More than just fashion, it's a commitment. At Jigsaw, we believe in beautiful design that's made responsibly. From sourcing sustainable materials to our innovative repair and rental services, we're dedicated to creating a more considered way to love and wear your clothes."
• •Social Media Post (Instagram - image of a woman stylishly wearing a Jigsaw dress): "The art of understated confidence. Our [Dress Name] in [Fabric e.g., flowing silk] moves with you, designed for moments big and small. Discover versatile pieces that tell your unique story. #InsideJigsaw #TimelessStyle #ConsciousLuxury"
• •Email Subject Line (for new collection): "New Arrivals: Enduring Style, Responsibly Crafted."