Brand Tone

Sophisticated, ethical, and transparent with a focus on quality and timelessness. A blend of informative and aspirational, emphasizing the value of natural fibers and sustainable practices.

Brand Values

• •Quality Materials
• •Ethical Sourcing & Animal Welfare
• •Sustainability
• •Affordable Luxury/Value
• •Timeless Style
• •Transparency

Best Practices

• •Prioritize clear and proactive communication regarding shipping times and potential delays.
• •Improve customer service response times and offer multiple channels for support (phone, chat, email).
• •Streamline the returns process to be more customer-friendly and transparent.
• •Maintain consistent quality control to ensure sizing accuracy and product appearance matches website photos.
• •Highlight ethical and sustainable practices in all communications, providing specific details and certifications where possible.

Social Perception

To be perceived as a reputable and trustworthy brand committed to quality, ethical sourcing, and customer satisfaction. A brand that delivers on its promises of affordable luxury and sustainability.

Copy Examples

• •Experience the unparalleled softness of our Mongolian cashmere, ethically sourced and crafted for enduring comfort.
• •Invest in timeless elegance with our collection of classic designs, made with the finest natural materials.
• •Discover the difference of direct-to-consumer pricing: exceptional quality cashmere without the traditional markups.
• •We're committed to sustainability, from our ethical sourcing practices to our eco-friendly packaging.
• •Learn about the superior qualities of cashmere and wool and why they're worth investing in.