Brand Tone

Aspirational, inspiring, accessible, caring, and stylish.

Brand Values

• •Passion
• •Proactivity
• •Perseverance
• •Customer Empowerment & Individuality
• •Design Excellence & Originality
• •Quality & Care
• •Sustainability (emerging)
• •Empowerment (Woman-Led)
• •Diversity & Inclusion

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (aspirational, inspiring, accessible, caring, stylish), key vocabulary, and "do's and don'ts" for language. Share this with anyone creating content.
• •Focus on "Inspire and Empower": Frame product benefits around how they help customers create beautiful, expressive homes, rather than just listing features. Use evocative language that sparks imagination.
• •Highlight Design & Quality Stories: Weave in narratives about the New York design team, the commitment to care in their New Jersey operations, and the use of quality or sustainable materials where applicable. This reinforces value beyond just the product itself.
• •Maintain Consistency Across Platforms: Ensure the tone used on the website, social media, email marketing, and product descriptions is harmonious. An Instagram post should feel like it's from the same brand as an email newsletter.
• •Listen and Adapt (Slightly): While maintaining core tone, pay attention to customer language in reviews and social media. This can provide insights into how they perceive the brand and offer opportunities to refine messaging to resonate more deeply, without losing the foundational voice. Address concerns evident in mixed reviews by clearly and honestly communicating product details.

Social Perception

To be perceived as a provider of stylish, trend-setting, and quality home textiles that allow for personal expression.

Copy Examples

• •Headline for a new bedding collection: "Dream in Style. Wake Up Inspired. Discover the [Collection Name] by Lush Decorishes – where comfort meets your unique expression."
• •Instagram caption for a vibrant curtain set: "Let the sunshine in, beautifully. Our new [Product Name] curtains are designed in New York to add a touch of magic and a pop of personality to your favorite spaces. #LushDecorishes #HomeInspo #WindowDressing"
• •Product description snippet for an OEKO-TEX certified item: "Crafted with care, for your home and the planet. This [Product Name] is OEKO-TEX® certified, meaning every thread is tested for your peace of mind. Style that feels good, inside and out."
• •Email subject line for a seasonal sale: "Refresh Your Haven: Up to 30% Off Lush Decorishes Trends!"
• •About Us snippet for social media: "At Lush Decorishes, we believe your home should tell your story. Founded with a passion for design, we bring you exclusive, trend-setting décor to help you create a space that’s uniquely you. Elevate your everyday. ✨ #LushDecorishes #HomeDecor #WomanLedBusiness"