Brand Tone

Sophisticated & Elegant, Knowledgeable & Authoritative, Passionate & Inspiring, Conscious & Responsible (Contemporary), Approachable Luxury

Brand Values

• •Quality & Craftsmanship
• •Uniqueness & Individuality
• •Timelessness & Durability
• •Sustainability (Contemporary Focus)
• •Heritage & Storytelling
• •Customer Experience & Inspiration

Best Practices

• •Emphasize Quality and Craftsmanship: Whether discussing an 18th-century commode or a newly built sofa, consistently use language that conveys superior construction, attention to detail, and lasting value. Words like "handcrafted," "artisanal," "meticulously restored," and "expertly made" reinforce this.
• •Tell the Story: For antiques, highlight their provenance, history, or unique characteristics. For contemporary pieces, narrate the design inspiration, the sustainable material choices, or the traditional techniques used. This adds depth and emotional connection beyond the physical object.
• •Maintain an Elegant and Sophisticated Vocabulary: Use refined language that appeals to a discerning audience. Avoid overly casual slang or colloquialisms. The tone should reflect the high-end nature of the products and the expertise of the brand.
• •Balance Inspiration with Information: While the copy should inspire and evoke a sense of aspiration, it must also provide clear, accurate information about the pieces (dimensions, materials, period, bespoke options, etc.). This demonstrates transparency and knowledge.
• •Adapt Subtly for Different Arms (Antiques vs. Contemporary) While Retaining Core Identity: While the overarching tone is sophisticated, Lorfords Antiques can lean more into history, rarity, and discovery. Lorfords Contemporary can emphasize sustainability, bespoke creation, and modern interpretations of classic design. The core values of quality and timelessness should bridge both.

Social Perception

Highly Respected & Coveted, Aspirational & Luxurious, Vast & Comprehensive ("Treasure Trove"), Knowledgeable & Trustworthy, Innovative (within its sphere), Associated with British Craftsmanship and Style

Copy Examples

• •Antiques - Instagram Post for a Unique Armchair: Discover the echoes of history. This 19th-century fauteuil, with its gracefully aged patina and original needlepoint, doesn't just furnish a room—it tells its story. Explore unique arrivals at Lorfords, where every piece has a past waiting for a new chapter. #LorfordsAntiques #TimelessElegance #AntiqueFurniture #InteriorInspiration #StoryInEveryPiece
• •Contemporary - Website Banner for Bespoke Sofas: Crafted for Today. Cherished for Generations. At Lorfords Contemporary, your vision for enduring comfort and sustainable luxury takes shape. Handmade in the Cotswolds with responsibly sourced materials, our bespoke sofas are an investment in timeless design and conscious living. Begin your creation. [Link to Bespoke Service]
• •General Brand - Magazine Ad: From curated heirlooms to contemporary classics, Lorfords is a celebration of exceptional design. Explore Europe's largest collection of decorative antiques and discover our handmade, sustainable furniture—each piece chosen or crafted with an unwavering commitment to quality and individuality. Lorfords: Furnishing stories, beautifully. Visit our Tetbury showrooms and expansive hangars. Lorfords.com
• •Contemporary - Email to Interior Designers about a New Collection: Dear [Designer Name], We invite you to experience the latest expression of sustainable luxury: The [New Collection Name] by Lorfords Contemporary. Marrying innovative, eco-conscious design with the artisanal craftsmanship you expect from Lorfords, these pieces offer timeless appeal and unparalleled comfort for your discerning clients. Explore the collection [Link] and let us help you specify enduring beauty. #LorfordsContemporary #SustainableLuxury #HandmadeFurniture #InteriorDesignResource
• •Antiques - Facebook Post about New Arrivals in Hangars: Step into an ever-evolving world of discovery. Our two vast antiques hangars are brimming with over 150 new arrivals this week alone—from grand statement pieces to charming decorative accents. Each visit promises a unique journey through centuries of design. What treasure will you unearth? #LorfordsAntiques #AntiqueHunting #DecorativeAntiques #Cotswolds #UniqueFinds #InteriorStyling