Brand Tone

Authentic, Heartfelt, and Professional.

Brand Values

• •Handcrafted Quality
• •Heritage and Timelessness
• •Empowerment
• •Customer-Centricity

Best Practices

• •Always Tell the Story: Every piece of copy, from a short tweet to a product description, is an opportunity to reinforce the brand's story. Weave in keywords like "handcrafted," "South African," "heritage," and "family."
• •Lead with "Why": Start with the brand's purpose ("to bring a little light," "to empower our people") before moving to the "what" (the product). This creates an emotional connection first.
• •Use a Warm and Confident Tone: Write as if you are speaking directly to a valued customer. Be proud of the product's quality and origins. Use "we" and "our" to maintain the personal, family-run feel.
• •Emphasize Timelessness over Trends: Position the products as long-term investments and future heirlooms, not as fast-fashion accessories. Use words like "timeless," "classic," "lifelong," and "enduring."
• •Highlight the Human Element: Remind the audience that real people with skills and passion are behind each product. Mentioning the "talented team" or the "care and consideration" in the manufacturing process reinforces the value of craftsmanship over mass production.

Social Perception

Positive and Appreciative.

Copy Examples

• •It’s all in the details. Each stitch is a promise of quality, a testament to the hands that made it, and a part of our story. Our leather goods aren’t just made; they are crafted with love and heritage, right here in South Africa. #MillieAndSage #HandmadeLeather #SouthAfricanCraft
• •Headline: Timeless Style, Crafted for Life. Body: From the morning commute to the weekend market, your bag should be as resilient and authentic as you are. The [Product Name] bag by Millie and Sage is more than an accessory—it's a lifelong companion. Handcrafted from genuine South African leather, it’s built to tell your story. Discover your timeless piece today.
• •Simplify your life without sacrificing style or quality. The Essentialist Wallet is handcrafted from the finest locally sourced leather, designed to age beautifully with you. With a slim profile and thoughtfully placed compartments, it holds everything you need and nothing you don't. Each wallet carries the heart of our Tzaneen workshop, promising a piece that is uniquely yours.
• •Millie + Sage is more than a name—it’s the heart of our family. Born from a mother-daughter bond and a shared love for timeless design, we pour our heritage into every piece we create. We believe in the power of handcrafted quality and in empowering our talented local artisans. When you choose Millie and Sage, you’re not just buying a bag; you’re carrying a piece of our South African story.
• •Subject: A Gift from the Heart: Personalize Your Millie and Sage Leather. Preview Text: Make it truly theirs. Add a personal touch to our handcrafted leather goods for a timeless gift they'll treasure forever.