Brand Tone

sophisticated, passionate, conscious, and friendly

Brand Values

• •Quality & Craftsmanship: "We work with multi-generational, artisan shoemakers and only curate or create the best quality styles." "If it's been beautifully made...then it's MADE THE EDIT."
• •Uniqueness & Individuality: "We are unique...our products are one of a kind. You won't find our edit of shoes anywhere else." They emphasize styles that are "made different."
• •Conscious Consumption & Sustainability: "We believe in conscious buying. Overproduction is one of the biggest threats to the environment so we edit styles that you can happily wear season after season." They use a pre-order system to minimize waste.
• •Passion for Independent Brands: "We love independent shoes brands and always will. We aim to share and spread this passion for family run, heritage shoemakers, designers and brands from London and across Europe."
• •Customer Focus & Service: Evident through the prominence of positive customer reviews and mentions of "lovely service."

Best Practices

• •Emphasize Craftsmanship and Story: Always highlight the skill, passion, and origin behind the products. Use words that evoke quality and artistry (e.g., "artisan," "handcrafted," "heritage," "meticulously designed").
• •Maintain an Educated yet Accessible Voice: Share knowledge about designers, materials, and the "why" behind the edit, but do so in a way that is engaging and not condescending. Assume an intelligent audience that appreciates quality and design.
• •Integrate Conscious Values Naturally: Weave in messages about sustainability, mindful consumption, and supporting independent businesses. This shouldn't feel forced but rather a natural extension of the brand's ethos.
• •Be Warm and Invitational: Use welcoming language, especially in customer communications and on social media. Make customers feel like they are part of an exclusive but approachable community.
• •Showcase Uniqueness: Consistently reiterate what makes the "Edit" special – the curated selection, the exclusivity of some items, and the focus on pieces not found on the mass market. Use phrases that denote discovery and distinctiveness.

Social Perception

Customers and the public likely perceive Made The Edit as: * A destination for unique, high-quality footwear and accessories: Reviewers consistently mention the unique designs not found elsewhere and the excellent quality. * Trustworthy and reliable: Positive comments about customer service and the quality of items build trust. The 4.9-star rating from over 600 reviews supports this. * Ethically Minded: Their stance on conscious buying and efforts to reduce overproduction would appeal to customers who value sustainability. * Curated and stylish: The term "Edit" itself implies a carefully selected collection, positioning the brand as a style authority. The blog content further reinforces this.

Copy Examples

• •Homepage Banner: "Discover the Art of Shoemaking. Explore our curated edit of unique, consciously-crafted footwear from Europe's finest independent artisans. Step into style that tells a story."
• •Product Description (for a pre-order item): "Be the first to cherish these limited-edition [Product Name]. Crafted with passion by [Artisan Name], this exclusive pre-order allows us to create only what is desired, ensuring mindful production and a piece you'll treasure for seasons to come. Secure yours."
• •Social Media Post (Instagram - image of stylish shoes): "It's more than just a shoe, it's a statement of individuality and conscious choice. Each pair in our Edit is handpicked for its exceptional quality and the story behind its creation. Find your perfect pair and walk with purpose. ✨ #MadeTheEdit #ArtisanShoes #ConsciousFashion #UniqueStyle"
• •Email Newsletter Snippet (Subject: An Edit Just For You): "Dear [Customer Name], At Made The Edit, we believe in pieces that are as unique as you are. This week, we’re shining a spotlight on [Designer/Collection] – a true testament to timeless design and sustainable craftsmanship. Explore the story, discover the beauty."
• •About Us Page Excerpt: "Born from a love for exquisite craftsmanship and a desire for a more conscious approach to fashion, Made The Edit brings you a collection that’s thoughtfully curated and passionately presented. We partner with independent designers who pour their hearts into every creation, ensuring that what you find here is not just beautiful, but beautifully made and made to last."