Brand Tone

The brand's tone is personable, empowering, and community-focused. It is friendly and approachable, avoiding overly clinical or hyper-sexualized language, feeling like advice from a trusted friend.

Brand Values

• •Personalized Expertise
• •Body Positivity and Confidence
• •Community and Trust
• •Quality and Curation
• •Social Responsibility

Best Practices

• •Lead with the 'Why': Always connect the copy back to the brand's origin story and mission. Frame your products and services as solutions to the founder's initial problem: the frustrating search for a bra that fits.
• •Use Empowering, Personable Language: Write as if you are speaking to a friend. Use words like "you," "we," and "our" to create a sense of community. Focus on feelings of "confidence," "comfort," and "fabulousness" rather than just technical features.
• •Highlight Expertise and Trust: Consistently mention the award-winning status and the expert fitting service. Use customer testimonials and stories in your marketing to build social proof and reinforce the trust that the brand has earned.
• •Embrace the Local Identity: Continue to reference "Narberth" and the physical boutique. This reinforces authenticity and the sense of community, which is a key differentiator from online-only giants.
• •Keep it Positive and Inclusive: Ensure all messaging is body-positive and welcoming. The brand's strength is its ability to make everyone feel comfortable. The copy should always reflect this inclusive and non-judgmental atmosphere.

Social Perception

Pretty Lovely Lingerie is perceived as a trusted, expert, and indispensable local institution and a go-to destination for lingerie needs. Customers see it as a place worth traveling for due to its expert, personalized service and welcoming atmosphere. Its national award has solidified its reputation for excellence, positioning it as one of the best independent boutiques in the country. The brand is seen as inclusive, friendly, and highly professional.

Copy Examples

• •Confidence is the best outfit. It starts with a foundation that fits you perfectly. Our expert fitting service is about more than just a size—it’s about discovering how amazing you can feel, every single day. Pop in to our Narberth boutique; your perfect fit is waiting.
• •Voted Britain's Best Lingerie Boutique. Experience the award-winning Pretty Lovely fit. We believe the right bra can change your life, and we're here to help you find it.
• •Tired of bras that just don't fit? You're not alone! Our founder, Katie, started Pretty Lovely because she was too. That's why we offer a friendly, expert fitting service right here in Narberth. No tapes, no judgment—just a perfect fit. Come and see why women travel miles to visit us!
• •A little luxury for your top drawer ✨
• •Feel fabulous from the beach to the pool. This piece isn't just designed to look beautiful—it's crafted for incredible support and comfort, so you can soak up the sun with total confidence. Part of our curated collection, chosen with you in mind.