Brand Tone

Elegant & Sophisticated, Passionate & Knowledgeable, Authentic & Story-Driven, Aspirational & Inspiring, Warm & Personal, Conscious & Purposeful

Brand Values

• •Sustainability: A core value, promoting "sustainable interior design," diverting waste, and offering an alternative to "fast fashion" in home decor.
• •Authenticity & History: Valuing genuine antiques, their provenance, and the stories they carry.
• •Curated Quality & Timelessness: Selecting "timeless, well-made, and well-loved" pieces that "stand the test of time."
• •Passion for Discovery & Sharing: Driven by a love for "beautiful places and hidden treasures" and sharing these finds.
• •Beauty & Unique Style: Helping customers create an "eclectic, gathered look" that expresses individual style with pieces that have character.
• •Preservation: A love for culture and the preservation of historical items.

Best Practices

• •Weave in the Founders' Story: Regularly reference Jenna and Holly’s passion, their friendship, and their sourcing trips. This adds authenticity and a personal touch (e.g., "Handpicked by Jenna on her latest trip to Provence...").
• •Emphasize "The New Heirloom" & Sustainability: Consistently highlight the eco-conscious aspect and the idea of investing in timeless pieces that last, contrasting with mass-produced goods. Use phrases like "sustainable interior design," "conscious choice," "timeless treasure."
• •Tell the Story of Each Piece: Where possible, include details about an item's origin, era, or unique characteristics. This reinforces the "authentic and story-driven" tone (e.g., "This Art Deco lamp once graced a Parisian apartment...").
• •Maintain an Elegant and Descriptive Vocabulary: Use evocative language that reflects the sophistication of French and European antiques (e.g., "patina," "gilt," "marquetry," "brocante find," "rustic charm," "refined elegance").
• •Visually Align: Ensure all photography and videography reflect the brand's elegant, curated, and aspirational tone. Beautifully styled vignettes, good lighting, and attention to detail in visuals will reinforce the copy.

Social Perception

Joliette is perceived as a high-end, trustworthy source for authentic and unique French and European antiques and vintage home decor. Customers appreciate the quality and beauty of the items, the story behind the brand, and the sustainable aspect of purchasing pre-loved pieces. The brand is seen as having a good eye for design and for curating a desirable collection. Their social media, particularly Instagram, is viewed as a source of inspiration and a way to discover new arrivals. There's an appreciation for the personal touch of the founders and their passion for what they do. They are recognized as a notable antique dealer in their region.

Copy Examples

• •Headline: Unearth Timeless French Elegance. Body: "More than decor, our curated antiques are whispers of history, chosen with passion from the French countryside. Discover your ‘new heirloom’ at Joliette and embrace sustainable style that tells a story."
• •Headline: Sustainable Sophistication, Found in France. Body: "Tired of the fleeting? Joliette brings you unique, well-loved treasures that enrich your home and honor the planet. Each piece, from rustic pottery to ornate mirrors, is a testament to enduring craftsmanship and conscious living."
• •Headline: Your Home, A Curated Story. Body: "Let us be your connection to the hidden gems of Europe. Jenna and Holly personally source every antique, ensuring a collection brimming with character and authenticity. Find that one-of-a-kind piece that speaks to you at tresjoliette.com."
• •Social Media Post (Image: Beautifully styled vintage table setting): Caption: "Dreaming of Provençal dinners? 🌿✨ We believe every meal is an occasion with the right setting. Our latest collection of antique French transferware and linens, sourced with love, is now online. #JolietteFinds #FrenchAntiques #SustainableHome #VintageKitchen #CuratedLiving #NewHeirloom"
• •Product Description Snippet (for an antique armchair): "Imagine the conversations this 19th-century fauteuil has witnessed. Sourced from a charming estate in Burgundy, its hand-carved details and timeworn patina offer more than just seating—it’s an invitation to own a piece of history. A sustainable choice for the discerning collector."