Brand Tone

Aspirational, yet accessible and inviting. The language is fresh and a little surprising, balancing a discerning eye with an unpretentious point of view. It aims to convey finding special, unique items that bring beauty and joy to the everyday, often personal and story-driven.

Brand Values

• •Curated Quality
• •Joy in the Everyday
• •Originality and Uniqueness
• •Accessibility
• •Independent and Women-Led Spirit

Best Practices

• •Emphasize "Curated" and "Unique": Always highlight the special and carefully selected nature of your products. Use phrases like "hand-picked," "artisan-made," and "exclusive to LEIF."
• •Focus on the Feeling, Not Just the Product: Instead of just describing an item's features, evoke the feeling it brings. For example, instead of "a scented candle," try "fill your home with the warm, inviting scent of..."
• •Tell a Story: Share the story behind your products, whether it's the artist who made it or the inspiration for a collection. This adds a personal touch and creates a deeper connection with your audience.
• •Maintain a Friendly and Accessible Tone: While your products are high-quality, your language should remain warm and welcoming. Use contractions like "you'll" and "it's" to create a more conversational feel.
• •Use High-Quality Visuals to Complement Your Copy: Your beautiful products deserve beautiful photos. Ensure your imagery aligns with your brand's aesthetic and enhances the story you're telling through your words.

Social Perception

Overwhelmingly positive. The brand is seen as a "pioneer of the independent lifestyle boutique space," with its curated selection described as "refreshing, exciting, and accessible." It's a go-to for unique gifts and home decor, and the founder is recognized for her keen eye for products. It's viewed as a comprehensive lifestyle destination.

Copy Examples

• •Your morning coffee deserves a little more joy. Discover our new collection of hand-thrown ceramic mugs, each one a unique piece of art to start your day beautifully.
• •Cozy up in style. Our latest collection of woven throws is here to add a touch of warmth and texture to your space. Because every day should feel this comfortable.
• •A little something special, just for you. Enjoy 20% off our curated collection of jewelry.
• •Find the perfect gift for everyone on your list. Explore our delightfully curated selection of holiday treasures and make this season one to remember.
• •We believe in the power of beautiful things to bring joy to your daily life. At LEIF, we travel the world to bring you a collection of unique, handcrafted, and thoughtfully designed pieces for your home and wardrobe.