Brand Tone

aspirational, confident, chic, and effortlessly sophisticated with a playful, youthful edge. It's also authentic and personal, often reflecting the founder's direct voice and vision. There's an element of being "unbothered" and independent.

Brand Values

• •Timeless Style
• •Quality Craftsmanship
• •Authenticity & Self-Expression
• •Made in NYC
• •Playful Sophistication
• •Confidence
• •Rejection of Fast Fashion

Best Practices

• •Embody the "Confident, Chic, Practical, Unbothered" Persona: Before writing, channel the Leman Mercer girl. Is the language self-assured? Does it speak to an independent, stylish individual who values quality and timelessness but also enjoys a playful, modern sensibility?
• •Weave in "Made in NYC" and Quality Cues Naturally: Subtly remind the audience of the brand's commitment to local craftsmanship and luxurious materials. This reinforces value without being overly boastful. Phrases like "Handmade in the heart of Manhattan" or "Crafted from the finest silks for a feel you won't forget" can be effective.
• •Balance Sophistication with Playfulness: The copy should feel elevated but not stuffy. Use sophisticated vocabulary where appropriate but inject personality and a youthful, sometimes daring, spirit. Think "polished and self-possessed, but also fun and playful." The "dance alone in them" line is a perfect example.
• •Speak Directly to "Her" (The Target Customer): Use "you" and "your" to create a personal connection. Frame benefits around how the clothes will make *her* feel and what they will enable *her* to do or express. Focus on empowerment and self-expression.
• •Maintain Visual-Verbal Harmony: Ensure the copy complements the high-quality, chic, and aspirational imagery used on the website and social media. The words should evoke the same mood and aesthetic as the visuals, creating a cohesive and immersive brand experience.

Social Perception

Emerging "It-Girl" Brand, Aspirational & Chic, Quality-Conscious, Authentic & Founder-Driven, New & Exclusive, Practical yet Playful

Copy Examples

• •NYC nights hit different when you're dressed for the script you're writing. ✨ The [Set Name] – own the skyline.
• •From boardroom confidence to after-dark allure, the [Dress Name] doesn't just adapt; it transforms with you. Made in Manhattan for days that turn into nights, and moments that turn into memories. Feel sexy, for you.
• •Just In: Your New Uniform for Unforgettable.
• •One top, endless city stories. The [Top Name] isn't about following trends, it's about setting your own. How would you wear it? #LemanMercer #NYStyle #TimelessChic #MadeInNYC
• •Leman Mercer: Born in NYC from a love for clothes that feel as good as they look—and last. We craft timeless pieces with a playful edge, because confidence is always in style. This isn't just fashion; it's your story, beautifully told.