Brand Tone

Elegant, Aspirational, and Personally Attentive.

Brand Values

• •Exclusivity and Uniqueness
• •Quality and Elegance
• •Personalized Service
• •Customer Confidence
• •Versatility

Best Practices

• •Lead with Elegance: Always use sophisticated and positive language. Words like "stunning," "elegant," "chic," "curated," and "exclusive" should be staples in your vocabulary. Avoid slang or overly casual terms.
• •Emphasize the "Why": Don't just sell a dress; sell the *moment* the dress is for. Connect your products to the experiences your customers desire, whether it's feeling confident at a gala or chic at a brunch.
• •Highlight the European Origin: Consistently mention the "European styles" or "imported designs" as a key differentiator. This reinforces the value of uniqueness and quality craftsmanship.
• •Personalize Your Communication: Use the owner's name, Sheva, in communications where appropriate (like newsletters or videos) to reinforce the personal, expert-led service. Make the customer feel like they are being addressed by a trusted stylist.
• •Show, Don't Just Tell: Use high-quality visuals across all platforms. Ensure that the photography and videography match the aspirational and elegant tone of the brand. The models and styling should reflect the target demographic.

Social Perception

The public perceives Sashay Boutique as a go-to destination for special occasion dresses and expert styling. It is seen as a reliable place to find a unique, high-quality outfit that will make an impression. The association with styling for events like the Toronto International Film Festival (TIFF) lends it an air of glamour and credibility. Customers likely view it as a trustworthy, owner-operated boutique that offers a more curated and personal alternative to larger department stores.

Copy Examples

• •Define your moment. Our latest collection of European gowns has arrived, each piece a promise of unforgettable elegance. Ready for your spotlight? Visit us in-store for a personalized styling session and discover the dress that was destined for you. #SashayBoutique #EveningGown #EuropeanStyle #SpecialOccasion #TorontoFashion
• •Style isn't about age, it's about attitude. At Sashay Boutique, we curate timeless European pieces that blend sophistication with modern trends. From that all-important meeting to a weekend of leisure, discover fashion that complements your life. Find your new favourite look at 7724 Yonge Street. #TimelessFashion #YongeStreet #BoutiqueShopping #PersonalStyle
• •Beyond the Trend: Enduring Style is Here. Discover our curated selection of European designs, offering unique and elegant pieces for every occasion. Your journey to unforgettable style starts at Sashay Boutique.
• •Hello [Customer Name], this week we're thrilled to unveil a hand-selected collection of stunning new arrivals, direct from Europe. Picture yourself in exquisitely tailored blouses and dresses that are sure to turn heads. Sheva and the team are ready to help you find the perfect fit and style. Come and say hello! #NewCollection #EuropeanFashion #BoutiqueFinds
• •Finding the right dress is more than just a purchase... it's about finding your confidence. At Sashay Boutique, we specialize in those moments. From the red carpet to that special night out, we bring you unique European styles you won't find anywhere else. Let us help you shine. Visit Sashay Boutique on Yonge.