Brand Tone

aspirational, elegant, and exclusive

Brand Values

• •Exceptional Craftsmanship
• •Timeless Elegance
• •Femininity and Empowerment
• •Exclusivity

Best Practices

• •Maintain an Elegant Lexicon: Consistently use words that evoke luxury and quality (e.g., "atelier," "handcrafted," "silhouette," "bespoke," "luxurious," "refined"). Avoid overly casual language, slang, or emojis that could dilute the brand's sophisticated image.
• •Focus on Storytelling: Every piece of copy should tell a story—about the fabric's origin, the design's inspiration, the woman who will wear it, or the hands that crafted it. This elevates the product beyond a simple commodity.
• •Emphasize "Made in New York": This is a powerful differentiator that speaks to quality control, craftsmanship, and a specific "city 'it-girl'" lifestyle. It should be a consistent element in branding messages.
• •Speak Directly to the Aspirational Customer: Frame the copy to appeal to the target customer's desires for elegance, confidence, and timeless style. The copy should make her feel understood and catered to.
• •Ensure Visual and Textual Harmony: The clean, sophisticated aesthetic of the visuals must be matched by the copy. The tone of the text should be a seamless extension of the minimalist and elegant photography and website design.

Social Perception

Limited and niche; perceived as high-quality, transformative, and exclusive by direct customers (based on brand's testimonials), but largely unknown to the general public due to minimal independent online presence and low visibility.

Copy Examples

• •Crafted for the moments you'll always remember. Our Galaxy Gown, handmade in our New York atelier from the finest European fabrics, isn't just a dress—it's a future heirloom. Discover timeless elegance. #JumelleCollection #Couture #MadeInNYC #TimelessFashion
• •Beyond Trends. Beyond Seasons. This is the art of the timeless dress. Designed in New York. Made for you, forever.
• •Effortless sophistication, designed to move with you. The Charlotte Dress embodies the spirit of the city—confident, chic, and unapologetically feminine. Each stitch is a promise of quality, handcrafted in our New York atelier to ensure a flawless fit and an enduring silhouette.
• •An Invitation to Timelessness | Inside the Jumelle Atelier
• •Jumelle Collection was founded on a simple belief: that a dress should be as timeless as the woman who wears it. Guided by our founders, twin sisters Katherine and Elizabeth Rosbottom, our New York atelier is a place where European tradition meets modern femininity. We create more than just clothing; we create the feeling of being your most beautiful self.