Brand Tone

Luxurious & Sophisticated, Whimsical & Joyful, Inspired & Story-driven, Aspirational & Elegant, Welcoming & Passionate

Brand Values

• •Quality & Craftsmanship
• •Individuality & Uniqueness
• •Joy & Celebration
• •Inspiration & Storytelling
• •Ethical Partnerships
• •Timelessness (with a twist)

Best Practices

• •Embrace Vivid & Evocative Language: Use descriptive words that highlight luxury, sparkle, color, texture, and craftsmanship (e.g., "exquisite," "jeweled," "vibrant," "intricate," "heirloom").
• •Weave in the Inspiration: Subtly reference the sources of Joanna's inspiration – travel, vintage finds, nature – to add depth and authenticity to product descriptions and storytelling.
• •Maintain an Element of Whimsy & Joy: Even when describing luxurious items, infuse a sense of playfulness and delight. The brand is about celebrating life.
• •Focus on Timelessness & Heirlooms: Position products not just as decorative items, but as future heirlooms that carry stories and can be passed down, emphasizing their lasting quality and appeal.
• •Speak to an Aspirational Lifestyle (with a welcoming touch): While showcasing elegance and sophistication, ensure the tone remains inviting, encouraging customers to incorporate this joyful luxury into their own lives. Make glamour feel accessible.

Social Perception

Luxurious and High-End, Unique and Eye-Catching, Celebratory and Festive, Aspirational, Designer-Led Authenticity, Gift-Worthy

Copy Examples

• •Adorn your tree with a touch of timeless magic. Our jeweled hummingbird ornament, inspired by vintage treasures and crafted with exquisite detail, promises to be a cherished part of your holiday story for generations to come. Let your celebrations sparkle.
• •Setting the scene for unforgettable moments. ✨ Discover how our vibrant chargers and whimsical napkin rings can transform your table from everyday to extraordinary. Because every meal deserves a little Joanna Buchanan joy. #HostInStyle #TablescapeMagic
• •From a childhood in Hong Kong to explorations through India, Joanna Buchanan's world of color, texture, and sparkle was born. Each piece is a memory, a journey, a piece of art designed to bring a layer of unexpected glamour and joy into your home.
• •Be the first to welcome our newest arrivals! Inspired by the lush hues of a secret garden, this collection blends organic elegance with our signature touch of whimsy. Unwrap a world of vibrant charm and make your home a masterpiece.
• •Give the Gift of Glamour. Discover unique, heirloom-quality treasures that whisper sophistication and shout joy. Perfect for every occasion, designed to delight.