Brand Tone

Sophisticated & Empowering

Brand Values

• •Luxury and Quality: Emphasis on high-quality Italian, Japanese, and French fabrics, Italian craftsmanship, and luxurious details.
• •Contemporary Design & Modernity: Focus on unique, modern designs that go beyond traditional clichés and conventional limits.
• •Empowerment and Self-Confidence: Aiming to make individuals feel their best and to design for creative, energetic, and self-confident spirits.
• •Versatility: Creating pieces that can be worn not just at the beach or in the bedroom, but also incorporated into daily life and street style.
• •Entrepreneurial Spirit & Creativity: Founded by individuals with a background in fashion design and an eager entrepreneurial spirit, fostering a multi-faceted and powerful perspective.
• •Sustainability (emerging): Mention of using recycled yarn (ECONYL®) and prioritizing sustainability in work processes, though this is not as heavily emphasized across all communications as other values.

Best Practices

• •Develop a Brand Voice Guide: Create a comprehensive document outlining the brand's tone (Sophisticated & Empowering), key messaging pillars, approved vocabulary (e.g., "luxurious," "contemporary," "empowering," "crafted") and phrases to avoid. This ensures anyone writing for the brand stays consistent.
• •Focus on "Her": Address the target audience directly using language that resonates with a confident, modern, and stylish woman. Highlight how the products make *her* feel (e.g., "celebrate your unique style," "feel your absolute best").
• •Emphasize Quality and Craftsmanship: Consistently weave in details about the luxurious materials, Italian design heritage, and attention to detail in the craftsmanship. This reinforces the premium positioning.
• •Visual-Verbal Harmony: Ensure that the copywriting perfectly complements the high-quality, aspirational imagery used on the website and social media. The words should evoke the same feelings as the visuals – elegance, confidence, and luxury.
• •Storytelling around Empowerment and Lifestyle: Instead of just listing product features, tell a story about the Selia Richwood woman – her confidence, her modern lifestyle, her appreciation for artful design. Connect the clothing to a feeling of empowerment and a luxurious way of life.

Social Perception

Luxurious and Fashion-Forward: The brand is perceived as a high-end, Milan-based designer label offering stylish and modern apparel, particularly swimwear and lingerie.

Copy Examples

• •Product Description (Swimsuit): Embrace the essence of Italian allure with the 'Phoebe' Bikini. Crafted from luxurious, quick-drying fabric with exquisite cut-out details and delicate pleats, this piece is designed to sculpt and empower. Elevate your resort wear with a touch of Milanese sophistication.
• •Social Media Post (Instagram - Image of a woman confidently wearing Selia Richwood apparel): Own your narrative. Selia Richwood designs for the modern spirit who commands attention with grace and power. Discover pieces that speak to your unique, energetic essence. #SeliaRichwood #LuxuryLifestyle #EmpoweredElegance #ItalianDesign
• •Website Banner: Selia Richwood: Where Milanese luxury meets contemporary desire. Explore designs that celebrate your confidence and creativity.
• •Email Marketing Subject Line: Unlock Your Inner Radiance: New Arrivals from Selia Richwood.
• •Brand Tagline Suggestion: Selia Richwood: Crafting Confidence, Embodying Elegance.