Brand Tone

Ethereal, Playful, and Aspirational.

Brand Values

• •Empowerment and Transformation
• •Feminine Strength
• •Artisanal Craftsmanship
• •Sisterhood and Collaboration

Best Practices

• •Embrace the Mythological Vocabulary: Consistently use words connected to your brand story—ethereal, divine, siren, faerie, goddess, transform, adorn, magic—across all product descriptions, social media, and marketing copy.
• •Balance "Playful" and "Premium": Use TikTok and Instagram Reels for playful, behind-the-scenes content that makes the brand feel accessible. Reserve a more polished, ethereal, and aspirational tone for the website, product descriptions, and lookbooks to maintain the high-end feel.
• •Tell the "Why" Behind the "What": In product descriptions, don't just list materials. Connect items back to the brand values. For example, instead of "Beaded belly chain," try "Handcrafted belly chain with authentic crystals, designed to adorn your divine feminine energy."
• •Highlight "Made in NYC" and "Handmade": This is a significant differentiator. Emphasize it on the website, in social bios, and periodically in content to justify premium pricing and reinforce the value of craftsmanship.
• •Visually Reinforce the Tone: Ensure all visuals—from website photography to social media filters—align with the ethereal, dreamy, and feminine aesthetic. Consistency in the visual identity will make the verbal tone more believable and impactful.

Social Perception

The brand is perceived as a niche, boutique, aesthetically focused, small, independent designer label. Its primary appeal is its unique, ethereal, and fairy-like aesthetic. There is some price ambiguity due to a significant range, targeting both ready-to-wear and high-end couture markets.

Copy Examples

• •Unleash your inner siren. Our Grace tie-side bikini, designed in NYC and made for magical moments. Tap to transform your summer.
• •Oisrí: Adornment for the Divine Feminine. Discover handcrafted jewelry and ethereal intimates.
• •POV: You found the wardrobe for your fairy-goddess-main-character era. Each piece is designed to make you feel like a myth. Which look is your favorite? ✨ #Oisri #FairyCore #DivineFeminine #MadeinNYC
• •A little magic, delivered.
• •More than just clothing, it’s a transformation. Oisrí was founded by sisters with a dream to create pieces that empower. Inspired by the beauty of the oyster, our NYC-made collections are for the strong, confident, and ethereal. Shop our story.