Brand Tone

Sophisticated & Chic, Personalized & Welcoming, Helpful & Approachable, Empowering, Trustworthy & Quality-Oriented

Brand Values

• •Client Focus/Personalized Service
• •Quality
• •Individuality & Personal Expression
• •Style & Sophistication
• •Trust & Reliability
• •Empowerment

Best Practices

• •Emphasize Personalized Service: Always highlight the helpful, client-focused approach. Use phrases like "we're here to help," "your personal style," "expert advice."
• •Focus on Quality and Timelessness: Convey the value of investing in well-made pieces that transcend fleeting trends. Use words like "curated," "quality," "lasting," "sophisticated."
• •Maintain a Welcoming and Approachable Voice: Even when describing high-quality or chic items, the tone should feel friendly and inviting, not exclusive or intimidating.
• •Empower and Inspire Confidence: Frame fashion choices as a way for women to express themselves and feel good. Use words like "empower," "confidence," "feel your best," "unique you."
• •Showcase the "Hidden Gem" & Boutique Experience: Remind the audience that Mary Walter offers a special, more intimate shopping experience compared to mass retailers. Highlight the "curated collections" and "knowledgeable stylists" like Erin and Cameron.

Social Perception

Highly Positive, A "Hidden Gem", Go-To Destination, Knowledgeable & Helpful Staff, More than just a store

Copy Examples

• •Headline: Discover Your Signature Style. Effortlessly. Body: At Mary Walter, we believe fashion is personal. Our curated collections and expert stylists, Erin and Cameron, are dedicated to helping you find those perfect pieces that make you feel confident and uniquely you. Experience the difference of a truly client-focused boutique. Call to Action: Visit Us in Chicago or Shop Online.
• •Headline: Quality You Can Feel, Style You’ll Love. Body: Tired of trends that fade? Mary Walter offers timeless, high-quality apparel and accessories designed to become cherished staples in your wardrobe. Invest in pieces that reflect your personality and are made to last. Call to Action: Explore New Arrivals.
• •Headline: Your Personal Stylists Await. Body: Imagine a shopping experience where your needs come first. At Mary Walter, our welcoming team provides personalized styling advice to help you build a wardrobe that truly empowers you. Let us help you look and feel your absolute best. Call to Action: Book a Styling Consultation.
• •Headline: Chicago's Hidden Gem for Sophisticated Women. Body: For over 40 years, Mary Walter has been the destination for women seeking unique, high-quality fashion with a personal touch. Step away from the ordinary and into a boutique that celebrates your individual style. Call to Action: Find Your New Favorite Outfit Today.
• •Headline: More Than Just Clothing – It’s Confidence, Curated. Body: We handpick every item with you in mind. From everyday chic to special occasion elegance, Mary Walter provides a relaxed atmosphere and expert guidance to ensure you leave not just with beautiful clothes, but with a renewed sense of confidence. Call to Action: Shop the Collection.