Brand Tone

Thoughtful, Empowering, Authentic, Stylish, and Welcoming.

Brand Values

• •Sustainability
• •Ethical Production & People
• •Slow Fashion
• •Empowerment
• •Quality & Durability
• •Community & Connection
• •Conscious Consumption
• •Transparency & Education
• •Artisanship & Uniqueness
• •Giving Back

Best Practices

• •Always weave your core values (sustainability, ethical production, slow fashion, empowerment) into your messaging, whether it's a product description, social media post, or email newsletter. This reinforces what Preservation stands for beyond just selling products.
• •Share the stories behind your vintage pieces, the artisans you support, or the sustainable practices of the brands you stock. Use Nicole's passion and "nostalgia junkie" perspective to connect on a personal level. This makes the brand more relatable and memorable.
• •Communicate in a friendly, approachable, yet informative manner. Explain terms like "slow fashion" or the benefits of "natural dyes" without being preachy. Empower your audience with knowledge to make conscious choices.
• •Ensure your photography and visual content align with the "conscious and stylish" vibe—bright, natural, showcasing the quality and uniqueness of items, perhaps with the "plant-filled" aesthetic of the shop.
• •Respond to comments and messages thoughtfully, fostering a sense of connection. Highlight customer stories or how they style Preservation pieces (with permission) to build a community around your shared values.

Social Perception

Preservation is generally perceived as a respected and unique boutique in Des Moines, valued for its commitment to sustainability and ethical fashion. Customers and partners see it as a destination for high-quality, curated vintage and modern pieces that are both stylish and consciously sourced. The owner, Nicole Trower, is perceived as knowledgeable, passionate, and genuine, particularly regarding vintage items like denim. The shopping experience is viewed as welcoming and educational, where customers feel good about their purchases. It appeals to the "consciously clever" consumer who values both aesthetics and ethics.

Copy Examples

• •Headline: Style That Speaks Volumes. Values You Can Stand By. Body: Discover unique vintage treasures and thoughtfully curated slow fashion at Preservation. Each piece tells a story, ready for its next chapter with you. Shop consciously, live beautifully. #SustainableStyle #VintageLove #ShopPreservation
• •Headline: More Than Just Clothing. It's a Movement. Body: At Preservation, we believe in fashion that feels good, inside and out. We partner with brands that prioritize the planet and its people, bringing you pieces that are ethically made and built to last. Join us in choosing a more sustainable future, one beautiful garment at a time. #SlowFashion #EthicalLiving #ConsciousCloset
• •Headline: Unearth Your Signature Style. Sustainably. Body: From timeless vintage denim to innovative designs by today's most conscious creators, find apparel and home goods that reflect your individuality and your values. Empowerment through style and sustainability starts here. #VintageModern #DesMoinesBoutique #PreservationEthos
• •Headline: Curated for the Conscious. Designed to Inspire. Body: Every item at Preservation is handpicked for its beauty, quality, and commitment to ethical practices. Explore our collection of organic fabrics, recycled materials, and handmade goods that make a positive impact. #ThoughtfulFashion #ShopSmallDSM #StyleWithPurpose
• •Headline: Your Closet Can Be Conscious and Stylish. Body: We blend modern ready-to-wear with reclaimed vintage to prove that sustainable choices can be the most stylish ones. Visit Preservation in Des Moines or online, and let us help you build a wardrobe you love, and that loves the world back. #PreservationDSM #FashionThatCares #UniqueFinds