Brand Tone

Sophisticated, expert, and artistic; precise and elevated, professional and polished, aimed at a design-literate audience.

Brand Values

• •Craftsmanship and Quality
• •Design-Led Manufacturing
• •Speed and Efficiency
• •Sustainability
• •Customization and Collaboration

Best Practices

• •Use Elevated and Evocative Language: Employ sophisticated, design-centric vocabulary. Words like "juxtaposition," "amalgam," "asymmetrical," "sculptural," and "lustrous" align with the artistic and high-end nature of the products.
• •Emphasize "Made in Brooklyn": Consistently highlight the brand's origin. This speaks to local manufacturing, quality control, and the creative energy of the Brooklyn design scene, which adds significant brand value.
• •Balance Art and Tech: Always connect the artistic vision with the technical expertise. Mentioning "hand-polished edges" alongside "advanced CNC machinery" reinforces the brand's unique position of merging craft with technology.
• •Speak Directly to the Designer: Tailor messaging to the target audience of interior designers and architects. Address their specific needs, such as "customization," "shorter lead times," and being a "blank canvas" for their projects.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy is consistently reflected in the high-quality, artistic, and clean aesthetic of the brand's visuals on Instagram, Pinterest, and its website. The text should be as polished and well-crafted as the mirrors themselves.

Social Perception

Perceived as an innovative, high-quality, and design-forward player within the design industry. It is seen as a valuable resource for professionals, known for authenticity, deep craft knowledge, exclusivity, and luxury. It targets high-end, to-the-trade clients rather than the mass market.

Copy Examples

• •Introducing the Ara Mirror. Where fluid dynamics meet solid form. Each curve is precision-cut and hand-polished in our Brooklyn workshop, a testament to the art of in-house manufacturing. We designed this piece not just to reflect a room, but to transform it. A blank canvas for your most inspired spaces. #MirrorsCollective #MadeInBrooklyn #ArtisanalDesign
• •Subject: Your Vision, Realized in Two Weeks. At Mirrors Collective, we close the gap between design and production. Our Brooklyn facility allows us to create bespoke, art-quality mirrors with industry-leading turnaround times. From custom tints to unique geometries, we are your partners in craft. Let's create something extraordinary together. Explore our process.
• •The Art of Reflection. The Science of Making. At Mirrors Collective, we unite decades of fabrication expertise with bold design direction. Hand-crafted in Brooklyn for the world's most discerning designers. Welcome to the source.
• •The 'Wrong Geometries' collection challenges perception with asymmetrical planes and mosaic-like juxtapositions. Backed with sustainable Richlite and hand-polished to perfection, it's more than a mirror—it's a focal point. Discover functional art. #InteriorDesign #CustomMirror #LuxuryDecor #MirrorsCollective
• •Mirrors Collective is not just making mirrors; it is redefining the medium. By controlling every step of the process within their Brooklyn studio, founders Valeriy Shvetsov and Reid Hoyt deliver unparalleled quality and creative freedom. Their work is a dialogue between material, machine, and artistic intent, resulting in pieces that are as intellectually compelling as they are beautiful.