Brand Tone

Warm, Inviting, Authentic, Nostalgic, Personal, Serene, and Gently Romantic.

Brand Values

• •Beauty in Imperfection
• •Comfort
• •Function & Practicality
• •Timelessness & Heirlooms
• •Authenticity & Storytelling
• •Quality Craftsmanship
• •Personal Curation

Best Practices

• •Embrace Storytelling: Every piece has a history or is designed to create future memories. Weave narratives into product descriptions and social media posts. Highlight the 'why' behind a design or a vintage find.
• •Use Evocative & Sensory Language: Appeal to feelings of comfort, nostalgia, and beauty. Use words like 'gentle,' 'soulful,' 'timeless,' 'cherished,' 'handcrafted,' 'sumptuous,' 'cozy,' 'serene.' Describe textures (soft linens, crackled paint) and visual details (faded florals, delicate ruffles).
• •Maintain a Personal & Authentic Voice: Write as if Rachel Ashwell is speaking directly to the customer – warm, genuine, and passionate about her aesthetic. Share insights into her creative process or the inspiration behind collections.
• •Highlight Core Values Consistently: Reiterate the importance of 'beauty, comfort, and function,' the charm of imperfection, and the heirloom quality of the pieces in all communications.
• •Visual & Verbal Harmony: Ensure that the copy perfectly complements the brand's distinct visual aesthetic (soft, muted palettes, natural light, romantic and vintage-inspired settings). The words should paint the same picture as the imagery.

Social Perception

Customers and the public generally perceive Rachel Ashwell Shabby Chic Couture as the original and authentic voice of the 'shabby chic' aesthetic. Rachel Ashwell herself is seen as an iconic figure who pioneered a distinct style that blends vintage charm with relaxed elegance. The brand is associated with quality, comfort, romanticism, and creating a welcoming home environment.

Copy Examples

• •Sink into a haven of your own making. Our heirloom-quality slipcovered sofas, handcrafted in Los Angeles, offer timeless beauty and the comforting embrace of home. Because true elegance is meant to be lived in, beautifully.
• •Discover the soul of imperfection. Each vintage treasure, hand-picked by Rachel, and every perfectly imperfect ruffle on our linens tells a story of beauty, comfort, and a life well-loved.
• •My bed is my sacred sanctuary. Wrap yourself in the dreamiest poplins and softest linens from our latest bedding collection. Designed with heart, for your most peaceful moments.
• •For over 30 years, Rachel Ashwell's vision has been simple: to fill homes with beauty, comfort, and function. It's more than a style; it's a feeling – a gentle invitation to cherish the everyday.
• •Bring the art of Shabby Chic® into your life. Explore our latest arrivals and timeless classics, and find the pieces that speak to your heart. Your sanctuary awaits.