Brand Tone

aspirational yet accessible, elegant, friendly, and passionate

Brand Values

• •Unique Design & Craftsmanship
• •Affordable Luxury
• •Practicality & Versatility
• •Ethical & Thoughtful Production
• •Sustainability Commitment
• •Customer Focus & Connection
• •Female Empowerment & Friendship

Best Practices

• •Emphasize Unique Details: Always highlight the bespoke, exclusively designed hardware and the inspiration from handcrafted jewellery. This reinforces the "unique design" and "elegance" values.
• •Balance Aspiration with Accessibility: Use evocative language that speaks to luxury and style ("elegant," "luxurious," "statement piece") but also maintain a friendly, inclusive tone ("for women like you, and us," "your everyday companion"). Mention the affordable price point where appropriate or focus on the value.
• •Tell the Story: Weave in elements of the founders' passion, the British heritage, and the "making only what we need" philosophy to connect with customers on a deeper level and highlight ethical values.
• •Focus on Practical Elegance: Showcase how the bags are not just beautiful but also designed for real life, with features that cater to various occasions and needs. Use terms like "versatile," "practical," "thoughtfully designed."
• •Maintain a Warm and Engaging Voice: Whether on social media, product descriptions, or customer service, use a welcoming, passionate, and friendly tone. Address the customer directly and invite interaction.

Social Perception

Positive Quality & Design, Value for Money, Stylish & Chic, Ethical Appeal, Exclusivity, Emerging Brand with Potential

Copy Examples

• •Luella Grey London: Where timeless design meets modern elegance. Discover handbags crafted with passion, just for you. Your new favourite accessory awaits.
• •Meet the [Bag Name] Tote – your effortlessly chic companion. Designed in our South London studio with our signature molten clasp, this spacious and stylish tote blends luxurious detailing with everyday practicality. Crafted in small batches, because true style is unique, just like you.
• •From busy workdays to blissful weekend escapes, the [Bag Name] bag is designed to journey with you. We believe in beautiful accessories that are as practical as they are elegant. How would you style yours? ✨ #LuellaGreyLondon #TimelessElegance #EverydayLuxury
• •Founded by friends Sarah & Rachel, Luella Grey was born from a shared passion: creating beautiful, luxurious handbags that women truly love and use. We pour our hearts into every design, ensuring each piece is unique, practical, and crafted with care – bridging the gap between high-end aspiration and attainable style.
• •Just Arrived: Discover the Sparkle of Luella Grey’s New Collection ✨