Brand Tone

Luxurious yet Accessible, Caring and Nurturing, Informative and Helpful, Appreciative and Community-Oriented, Elegant and Sophisticated, Trustworthy and Customer-Focused

Brand Values

• •Quality
• •Accessibility/Affordability
• •Customer Satisfaction
• •Self-Care and Wellbeing
• •Authenticity
• •Elegance and Timelessness
• •Ethical Considerations & Sustainability (emerging)

Best Practices

• •Always Emphasize Quality and Benefits: Consistently link the luxurious quality of Mulberry silk (e.g., 22-momme, Grade 6A) directly to the tangible benefits for the user's hair, skin, and overall well-being. Use descriptive words that evoke softness, smoothness, and care.
• •Maintain an Accessible Luxury Voice: While highlighting the premium nature of silk, always bring it back to the brand’s mission of affordability and making this luxury attainable. Avoid overly exclusive or unapproachable language.
• •Be Informative and Educational: Provide genuine insights into why silk is beneficial, how to care for it, and what makes Lovesilk products special. This builds trust and positions the brand as an expert.
• •Incorporate Customer-Centric Language: Use "you" and "your" frequently. Highlight customer satisfaction, fast delivery, and the positive experiences shared in reviews to build social proof and show you value your community.
• •Ensure Visual and Textual Harmony: Especially on platforms like Instagram, ensure the copy complements the elegant, clean, and aspirational visuals. The language should feel as smooth and sophisticated as the silk itself. Use a warm, inviting, and slightly indulgent tone.

Social Perception

Highly Positive Customer Experience, Trusted New Zealand Brand, Value for Money, Gift-Worthy, Reliable and Efficient

Copy Examples

• •Wake up to smoother hair and radiant skin every morning. Our 100% Mulberry Silk Pillowcase isn't just a luxury; it's your nightly beauty treatment. Experience the gentle caress of pure 22-momme silk, designed to reduce friction and keep your skin naturally hydrated. Affordable elegance, delivered to your door. Sleep beautifully, live beautifully with Lovesilk.
• •Tie your hair back without the breakage. Our Mulberry Silk Scrunchies glide through your strands, preventing snags and kinks. Gentle on your hair, chic for your style. Treat your tresses to the everyday luxury they deserve. Discover the Lovesilk difference. #SilkHairCare #GentleOnHair #LovesilkNZ
• •Protect your precious locks while you dream. Our new adjustable Silk Bonnet, crafted from the finest Mulberry silk, stays comfortably in place all night, minimizing frizz and maintaining your hairstyle. It's more than a bonnet; it's an investment in healthier, happier hair. Learn more about the benefits of sleeping in silk on our blog!
• •Give the gift of luxurious comfort this Mother's Day. A Lovesilk Mulberry Silk Eye Mask or Pillowcase is a thoughtful gesture that says 'you deserve to be pampered.' Beautifully packaged and renowned for its quality, it’s the perfect way to show you care. Fast NZ shipping ensures it arrives in time!
• •Your Vision, Woven in Pure Mulberry Silk. Collaborate with Lovesilk to create a bespoke silk scarf that tells your unique story. From artistic expression to branded elegance, experience the art of custom silk with the luxurious touch and sustainable craftsmanship you expect from us. Enquire today.