Brand Tone

Artistic & Thoughtful, Individualistic & Confident, Slightly Edgy & Glamorous, Approachable & Passionate

Brand Values

• •Individuality & Self-Expression
• •Quality & Craftsmanship
• •Timelessness & Seasonless Design
• •Responsibility & Sustainability
• •Confidence

Best Practices

• •Embrace 'You-Centric' Storytelling: Focus copy on how the pieces empower the wearer and allow them to express their individuality. Instead of just describing a product, describe the feeling or statement it helps the customer make (e.g., 'fully embrace their role as the lead character').
• •Highlight Craftsmanship & Design Intent: Use descriptive language that conveys the artistry, thought, and quality behind each piece. Words like 'obsessions with design,' 'hand-embellished,' and 'technical design' can be woven in subtly.
• •Maintain an Air of Exclusivity and Thoughtfulness: Emphasize the 'limited ready-to-wear collection,' 'seasonless pieces,' and the move away from 'producing and pushing too much too often.' This appeals to a discerning customer.
• •Infuse Confident & Empowering Language: Use words and phrases that inspire confidence and celebrate uniqueness, such as 'edgy glamour,' 'individuality,' 'epic story,' and 'confidence is chic.'
• •Stay True to the 'Pre-Internet Experience' Vibe (where appropriate): While an online brand, the ethos of curating a 'responsible, cherished wardrobe' can be translated into copy that feels more personal, less mass-produced, and encourages a more thoughtful approach to style.

Social Perception

A niche, designer-led brand focused on unique, well-crafted pieces for individuals who appreciate artistry and slow fashion. Customers likely perceive the brand as offering something different from mainstream fashion, with a personal touch from the designer. The expansion into fine jewelry with Bernbach Studio likely appeals to a clientele seeking unique, edgy yet refined accessories.

Copy Examples

• •MAEMAE NYC: For the woman who scripts her own style story. Discover seasonless pieces, designed with passion and crafted for your epic moments. Because confidence is always chic.
• •Reimagined. Reborn. Radically You. Our one-of-a-kind upcycled jacket isn't just made; it's curated from history, ready for your future. Wear a story.
• •The detail that defines. Elevate your everyday with a MAEMAE NYC hairpin – a small sculpture for your hair, a testament to individual flair.
• •Bernbach Studio: Where edgy glamour meets timeless design. Fine jewelry crafted to be as unique and confident as the woman who wears it. This isn't just an accessory; it's your signature.
• •Tired of fleeting trends? MAEMAE NYC champions the cherished wardrobe, the pre-Internet joy of individuality. Invest in pieces that speak your language, beautifully and responsibly.