Brand Tone

Sophisticated & Elegant, Exclusive & Discreet, Personal & Curated, Confident & Authoritative, Aspirational yet Approachable

Brand Values

• •Quality & Craftsmanship
• •Exclusivity & Uniqueness
• •Timeless Style with a Trendy Edge
• •Personalized Service & Strong Customer Relationships
• •Discretion & Trust
• •Passion for Fashion & Women
• •Fairness

Best Practices

• •Embody "Understated Luxury": Avoid overly loud or boastful language. Focus on the intrinsic quality, craftsmanship, and unique design of the pieces. Let the sophistication of the brands speak for itself, enhanced by elegant and precise descriptions.
• •Prioritize Personalization and Exclusivity: Use language that suggests a one-on-one relationship, even in broader communications. Phrases like "curated for you," "discover your unique piece," or "exclusive viewings" can reinforce this, reflecting their personal service and discretion.
• •Speak to the "Why," Not Just the "What": Connect with the client's aspirations and lifestyle. Instead of just describing a dress, talk about the confidence it inspires or the statement it makes, aligning with their clientele of "busy, active, chic women."
• •Maintain Discretion in Public Communications: While highlighting the quality of service, be mindful of the brand's value of discretion. Testimonials, if ever used, should be sourced with extreme care and anonymity if preferred by the client. Focus on the *experience* of Mimosa rather than namedropping clients.
• •Educate and Inspire: Position Mimosa as a fashion authority. Share insights into designers, trends (while emphasizing timelessness), and styling. This aligns with their role of "telling the story of the brands" and curating looks for women who want to be "different in the local landscape." Use polished, correct terminology related to fashion and textiles.

Social Perception

Respected Fashion Institution, Destination for a Discerning Clientele, Provider of International Luxury, Trustworthy & Discreet, High-Quality, High-Price

Copy Examples

• •Instagram Post (New Arrival - Alberta Ferretti Dress): Unveiling a whisper of Milanese elegance. This Alberta Ferretti silk gown, new to Mimosa, speaks in volumes of timeless grace and daring individuality. For the woman who commands presence, effortlessly. Visit us to experience the artistry. #MimosaTLV #AlbertaFerretti #LuxuryFashionIsrael #NewCollection #UniqueStyle
• •Website Banner (Highlighting Personal Styling): Beyond the Hanger: At Mimosa, fashion is personal. For over three decades, we've curated distinct wardrobes for Israel's most discerning women. Allow Michal and Noa to guide you to pieces that don't just fit, but express. Book your private consultation. [Link]
• •Facebook Post (Brand Spotlight - Marc Cain): The Marc Cain philosophy: A love for detail, a passion for quality. Discover their latest collection at Mimosa – where German precision meets effortless chic. Curated for the modern woman who lives boldly, dresses impeccably. #MimosaBoutique #MarcCain #DesignerFashion #TelAvivStyle #PowerDressing
• •Email to Loyal Client (Personalized Notification): Dearest [Client Name], Knowing your appreciation for unique textures and Boutique Moschino's playful sophistication, I had to share that a truly exceptional piece from their new collection has just arrived at Mimosa – it immediately brought your style to mind. I've set it aside for you to view at your convenience. Warmly, Noa.
• •"About Us" Snippet (Website/Social Media): Mimosa: For over 30 years, a sanctuary of style in the heart of Tel Aviv. We journey to the world's fashion capitals, hand-selecting coveted pieces from iconic designers, ensuring every item tells a story of quality, individuality, and timeless allure. More than a boutique, Mimosa is a trusted partner in crafting your signature look. Experience the difference discretion and passion make. [Link to article or contact]