Brand Tone

Authentic & Community-Focused, Curated & Aesthetically Driven, Empowering & Inclusive, Understated Cool & Confident, Personal & Passionate

Brand Values

• •Community
• •Authenticity & Originality
• •Quality & Craftsmanship
• •Inclusivity & Representation
• •Aesthetic Curation & Style
• •Empowerment
• •Evolution & Growth

Best Practices

• •Emphasize Community Connection: Always weave in the Bed-Stuy roots and the brand's role as a community hub. Highlight local designers, events, or initiatives like Building Black Bed-Stuy.
• •Spotlight Originality and Curation: Use descriptive language that conveys the uniqueness, quality, and artistic merit of the featured products and designers. Avoid generic fashion jargon.
• •Maintain an Authentic, Understated Voice: The tone should feel genuine, confident, and cool without being overly trendy, exclusive, or loud. Let the quality and uniqueness of the offerings speak for themselves.
• •Reflect the Founder's Vision: The brand is deeply connected to Kai Avent-deLeon's personal style and values. Copywriting should echo her passion for discovery, community, and authentic expression.
• •Visual and Verbal Harmony: Ensure the copy complements the brand's minimalist, artful, and warm visual aesthetic seen on the website and social media. The language should evoke the same feeling as the imagery.

Social Perception

Cult Following & Trendsetter, Community Anchor, Source for Unique Finds, Aspirational Lifestyle Brand, Authentic and Purpose-Driven

Copy Examples

• •Instagram Post (New Designer Spotlight): Meet [Designer Name], the visionary behind the latest collection to grace our racks. Discover handcrafted pieces that speak to individuality and ethical design. More than just clothing, it's a story woven into every thread. Explore in-store and online. #SincerelyTommy #EmergingDesigner #BrooklynStyle #CommunityCrafted
• •Website Banner (Lifestyle Focus): Sincerely, Tommy: Curated for a life lived with intention. From unique womenswear to thoughtfully selected home goods and our community cafe, find pieces that reflect your authentic self. Bed-Stuy born, globally inspired. #LiveSincerely
• •Email Newsletter (Community Event): Join us this Saturday for a [Event Type, e.g., Local Artisan Market] at Sincerely, Tommy. Connecting our vibrant Bed-Stuy community with incredible local talent. Sip coffee, discover unique creations, and support the makers who define our neighborhood. [Link to details] #STCommunity #SupportLocalBrooklyn
• •Product Description (Unique Piece): The [Product Name] by [Designer Name]. Not just a [product type], but an expression. With its [mention unique feature 1] and [mention unique feature 2], this piece embodies the confident, understated cool that defines the Sincerely, Tommy woman. Limited quantities available. #UniqueFinds #InvestmentPiece #TommyStyle
• •Facebook Ad (Brand Story): More than a store, Sincerely, Tommy is a cornerstone of the Bed-Stuy community. Founded by Kai Avent-deLeon, we're dedicated to showcasing emerging designers and fostering a space where style, art, and local connection thrive. Discover our story and our curated collection. [Link to About Us page] #SincerelyTommyStory #BedStuyProud #ShopSmall