Brand Tone

Confident, Chic, Authentic, Passionate, Down-to-Earth, Proudly South African

Brand Values

• •Quality & Craftsmanship
• •Ethical Production
• •Authenticity & Individuality
• •Customer Satisfaction
• •Humility & Hard Work
• •Timelessness with a Fresh Edge
• •Inclusivity

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (e.g., Confident, Chic, Authentic, Passionate, Down-to-Earth, Proudly South African), key messaging points, preferred vocabulary, and things to avoid. Share this with anyone creating content.
• •Embody the Designer's Ethos: Leigh Schubert's personal style (loves black, combines soft and hard, not "pretty" but feminine, values humility and business acumen) and values (ethical, local, quality) should subtly permeate the copy. Let her story and approach to design inform the language.
• •Highlight "Proudly South African" Authentically: Integrate the message of ethical, local production naturally within product descriptions, about sections, and social media posts, emphasizing the quality and pride associated with it.
• •Speak to the Confident, Style-Conscious Customer: Use language that resonates with women who are looking for unique, high-quality, and timeless pieces that allow for self-expression and make them feel good.
• •Maintain Consistency Across All Platforms: Ensure the tone is consistent whether it's on the website, product descriptions, email newsletters, social media captions, or customer service interactions. Regularly review content to check for alignment.

Social Perception

Respected Designer, High-Quality Clothing, Stylish & Unique, Ethical & Trustworthy, Empowering

Copy Examples

• •Headline: Leigh Schubert: 22 Years of Sculpting Style. Ethically Crafted in South Africa. Body: Discover designs that blend timeless elegance with a modern edge. Each piece is a testament to our passion for quality and our commitment to you. Wear your story. Call to Action: Shop the New Collection
• •Headline: Beyond Trends. Beyond Compare. This is Leigh Schubert. Body: For the woman who defines her own style, our latest collection offers authentic design and impeccable craftsmanship. Feel the difference of locally made luxury. Call to Action: Explore Our Signature Pieces
• •Headline: Effortless Chic, Ethically Made. That’s the Leigh Schubert Promise. Body: From our Durban studio to your wardrobe, experience fashion that feels as good as it looks. Unique, feminine, and always authentic. Call to Action: Find Your Perfect Fit
• •Headline: The Art of Dressing, Perfected Over Two Decades. Body: Leigh Schubert combines striking silhouettes with everyday wearability. Proudly designed and made in South Africa, for women who appreciate the beauty in detail. Call to Action: View Lookbook
• •Headline: Invest in Style That Lasts. Invest in Leigh Schubert. Body: Our commitment to quality materials and ethical South African production means your favourite pieces are designed to be cherished. Experience enduring style and conscious fashion. Call to Action: Discover Best Sellers