Brand Tone

Whimsical Elegance

Brand Values

• •Femininity and Empowerment
• •Celebration and Joy
• •Craftsmanship and Quality
• •Artistic Expression
• •Gracious Hospitality

Best Practices

• •Lead with "Whimsical Elegance": Ensure all copy balances sophisticated, elevated language with a joyful, celebratory tone. Use descriptive, artistic words but keep the overall message optimistic and inviting.
• •Tell a Story of Celebration: Frame products within the context of an event or special moment, no matter how small. Connect the clothing to the experiences it will be a part of, reinforcing the brand’s association with hospitality and joyful living.
• •Emphasize Artistic Details: Always highlight the unique fabrics, sculptural shapes, and handcrafted elements. Use the founder’s artistic background as a narrative pillar to explain the thoughtful use of color and texture.
• •Speak Directly to "The Hostess": Write as if addressing a woman who is both the perfect guest and the consummate hostess. The tone should be confident and inspiring, offering her the tools (the clothes) to feel like the best version of herself in any social setting.
• •Maintain a Consistent Vocabulary: Create and use a brand dictionary with approved terms (e.g., "sculptural," "refined," "vibrant," "celebration," "feminine," "artistry") and terms to avoid (e.g., "trendy," "basic," "casual" in a way that implies sloppiness). This ensures the brand voice remains distinct and premium across all channels.

Social Perception

Lela Rose is perceived as a high-end, luxury American designer brand. The public and media see it as a go-to for sophisticated occasion wear and modern, elegant bridal gowns. It is associated with a refined, affluent clientele that appreciates art, travel, and quality. The brand is aspirational, synonymous with a polished and celebratory lifestyle. While the primary Lela Rose line is seen as exclusive, the Pearl by Lela Rose diffusion line is perceived as a more accessible, yet still high-quality, entry point to this lifestyle, targeting a woman with a busy, multifaceted life. Overall, the perception is that of a timeless, reliable, and beautiful brand that delivers on its promise of quality and distinctive style.

Copy Examples

• •An heirloom for the modern bride. Our 'Petal' gown features hand-embroidered floral appliqué that cascades into a sculptural, ethereal silhouette. It’s more than a dress—it’s the beginning of a beautiful story. Float down the aisle.
• •Color your calendar beautiful. Our new collection has arrived, blooming with audacious fuchsias and sun-drenched marigolds. Tailored in silhouettes that move with grace from a garden party to an evening gala. Because every day is an occasion waiting to be dressed for.
• •Art in motion. This full A-line skirt, crafted from Italian jacquard, is a canvas of sculptural florals. Designed with hidden pockets for modern practicality, it pairs a dramatic silhouette with an air of effortless elegance. Wear it with a simple knit for daytime sophistication or a silk camisole for evening romance.
• •From Carpool to Cocktails, Effortlessly. Pearl by Lela Rose is for a life beautifully lived. Discover versatile dresses and separates that work hard, play harder, and celebrate you.
• •The spirit of our studio is built around a love for artistry and celebration. From the first sketch in our NYC atelier to the final stitch, each piece is a testament to the local artisans we proudly partner with. Join us this Thursday at our Dallas boutique for cocktails and conversation as we unveil the new collection.