Brand Tone

Artistic & Inspired, Bohemian & Relaxed, Personal & Story-driven, Appreciative of Craftsmanship, Timeless & Elegant, Vibrant & Evocative

Brand Values

• •Originality & Exclusivity
• •Artisanal Craftsmanship & Collaboration
• •Quality & Natural Materials
• •Timeless Style
• •Inspiration from Travel & Nature
• •Sustainable Practices (implied)
• •Individuality & Self-Expression
• •Emotional Connection

Best Practices

• •Embrace Storytelling: Always weave in the narrative of Emma's inspiration (travel, nature, art), the artisanal process, and the "why" behind the designs. Every product has a story, not just features.
• •Use Evocative & Sensory Language: Employ words that appeal to the senses and emotions – "sun-drenched," "sea breeze," "vibrant," "whisper," "soulful." This aligns with the artistic and travel-inspired nature of the brand.
• •Highlight Artisanal & Handcrafted Elements: Consistently mention the collaboration with artisans, traditional techniques like block printing, and the use of natural, quality materials. This reinforces the values of craftsmanship and authenticity.
• •Maintain a Personal & Slightly Whimsical Voice: Reflect Emma Strauss's personal connection and passion. The tone should feel approachable, warm, and infused with a touch of bohemian free-spiritedness, avoiding overly corporate or generic language.
• •Focus on Timelessness & Emotional Connection: Position products not as fleeting trends but as cherished additions to a lifestyle. Emphasize how the pieces make the wearer feel (e.g., "sense of ease and wellbeing," "confident and empowered") and their lasting quality.

Social Perception

Unique & Artistic, High Quality & Well-Crafted, Associated with a Desirable Lifestyle, Recognizable & Cherished, Ethical

Copy Examples

• •Headline: Wanderlust Woven In. Our new collection, born from sun-drenched travels and ancient artistry, is here to tell your next story. Body: Each Mandalay Designs piece is more than just clothing; it’s a whisper of distant shores and a celebration of handcrafted traditions. Emma Strauss personally designs every vibrant print, working hand-in-hand with our artisans in India to bring you timeless resort wear that feels as good as it looks. Discover a kaftan that dances with the sea breeze or a table linen that gathers your loved ones. Shop the art of escape.
• •Headline: From Emma’s Heart, To Your Home & Wardrobe. Body: Inspired by the coastal beauty of the Mornington Peninsula and the rich tapestries of global cultures, Mandalay Designs offers pieces that are as unique as you are. We believe in the magic of hand-block prints, the soul of natural fabrics, and the joy of wearing something truly special. Find your forever piece, lovingly created and designed to be cherished.
• •Headline: Dress in Daydreams. Live in Mandalay. Body: Our latest collection of resort wear and homewares invites you to embrace a life less ordinary. Imagine vibrant, artist-designed prints that capture the essence of bohemian elegance, crafted with natural fibres by skilled artisans. Perfect for sun-soaked adventures or bringing a touch of worldly charm to your everyday. It’s not just a style, it’s a feeling.
• •Headline: The Art of Slow Fashion. The Joy of Lasting Style. Body: At Mandalay Designs, we don’t chase trends. We create timeless treasures. Emma Strauss collaborates with artisans, honoring ancient techniques to bring you exclusive prints and beautifully crafted garments. Each piece, from our flowing dresses to our intricately printed table linens, is designed to be loved for years to come – just like that favourite piece customers tell us they’re still wearing a decade later.
• •Headline: Your Story, Beautifully Printed. Body: Every Mandalay Designs creation begins with an inspiration – a journey, a colour, an emotion. Emma Strauss translates these moments into unique, hand-drawn prints, brought to life by our artisan partners in India. Wrap yourself in wearable art that speaks of quality, craftsmanship, and a life lived vibrantly. Explore our new arrivals and find the print that sings to you.