Brand Tone

Luxurious, Elegant, Authentic, Trustworthy, Ethical, Conscious, Warm, Approachable, Informative and Appreciative

Brand Values

• •Quality
• •Authenticity
• •Ethical Sourcing & Sustainability
• •Tradition & Heritage
• •Comfort & Luxury

Best Practices

• •Emphasize Heritage & Authenticity: Always connect the product back to its Mongolian roots and the traditional, ethical sourcing process.
• •Reinforce ethical values.
• •Be Clear & Informative, Not Just Aspirational: While highlighting luxury, also provide clear information about the quality, care, and unique properties of Mongolian cashmere.
• •Ensure Consistency Across All Channels: Whether it's a product description, a social media post, or customer service interaction, the tone should consistently reflect luxury, authenticity, and ethical consideration.
• •Highlight product quality and ethical sourcing in every piece of communication

Social Perception

Customers perceive the brand positively due to the softness, warmth, and quality of the cashmere products. The brand is seen as luxurious, ethical, and authentic.

Copy Examples

• •Our 100% pure Mongolian cashmere is sourced with care, ensuring a luxurious touch that’s as kind to the planet as it is to your skin.
• •Sourced directly from the heart of Mongolia, our pieces offer genuine warmth, exquisite softness, and the peace of mind that comes from an ethically conscious choice.
• •Experience the superior quality and natural comfort that only the finest, ethically sourced fibers can provide.
• •Indulge in the unparalleled softness of authentic Mongolian cashmere, crafted with tradition and care.
• •Discover the luxury of ethically sourced cashmere, supporting nomadic herders and sustainable practices.