Brand Tone

Curated & Sophisticated, Ethical & Conscious, Approachable & Engaging, Passionate & Purpose-Driven, Inclusive & Community-Oriented

Brand Values

• •Ethical Consumerism
• •Curation & Quality
• •Innovation & Freshness
• •Support for Artists & Designers
• •Philanthropy & Giving Back
• •Community & Inclusivity
• •Experiential Retail

Best Practices

• •Lead with Purpose, Weave in Product: Always connect the "what" (products, art) with the "why" (ethical consumerism, supporting artists, community). The charitable aspect should feel integral, not like an add-on.
• •Embrace "Curated" and "Unique": Use language that reflects the careful selection process and the distinctiveness of the items. Words like "hand-selected," "innovative," "limited-edition," "artisan," and "one-of-a-kind" reinforce this.
• •Keep it Fresh and Dynamic: Mirror the store's rotating 10-week cycle in your copy. Highlight new arrivals, upcoming changes, and the evolving nature of the collections to create anticipation.
• •Be Inclusive and Inviting: While sophisticated, ensure the tone remains welcoming. Use direct address ("you," "we") and language that invites discovery and participation, reflecting their desire to build a community.
• •Tell the Story Behind the "10": Regularly explain the significance of the number 10 – the 10 categories, 10 items, 10 weeks, 10 charities. This unique selling proposition is memorable and reinforces the brand's identity. When talking about artists or designers, share snippets of their stories to add depth.

Social Perception

Innovative & Unique Concept, Ethically Minded & Charitable, High-Quality & Well-Curated, Community Focused & Engaging, Changing the Shopping Experience

Copy Examples

• •Instagram Post (featuring a new artisan product): Meet the latest arrival to our 10-week Curation: [Product Name] by [Designer Name]. Ethically crafted and exquisitely designed, it’s more than an object – it’s a story. And remember, 10% of your purchase supports one of 10 vital charities. Discover unique. Shop with purpose. #MAISON10 #EthicalLuxury #NYCD σημαίνειDesign #ConsciousShopping #SupportArtisans
• •Email Newsletter Subject Line: Fresh for Fall: 10 New Artists, 100+ Reasons to Visit MAISON 10. (Body Snippet): This season, we're bringing you an entirely new collection of hand-picked treasures and a breathtaking new art exhibition. Explore unique finds you won't see anywhere else, all while making a difference. Choose your impact – 10% of every sale goes to a charity you select. Come experience the MAISON 10 difference.
• •Website Banner (for a themed Curation like "COMMUNITY"): WE ARE HERE: CYCLE 34. Celebrating 10 brilliant Black artists and designers who define our vibrant community. Discover their vision, shop their creations, and support their journey. Every piece tells a story. Every purchase gives back. [Link to Collection]
• •Facebook Ad (targeting ethically conscious consumers): Tired of the same old thing? MAISON 10 offers a refreshing way to shop. Discover 10 unique categories, each with 10 thoughtfully selected items, changing every 10 weeks. Plus, we donate 10% of every sale to a charity of your choice. Find beautiful things, do good things. Visit us in NoMad or online. #ShopEthical #NYCBoutique #ConceptStore #MAISON10GivesBack
• •In-Store Signage (near checkout): Your Purchase Has Power. Thank you for supporting independent artists and designers. Don't forget to choose which of our 10 partner charities will receive 10% of your sale today. Together, we make a difference. #MAISON10 #EthicalConsumerism #GiveBack