Brand Tone

Luxurious, Elegant, Friendly, Approachable, Quality-Focused, Confident, Fashion-Forward, Trendy

Brand Values

• •Quality Craftsmanship
• •Customer Satisfaction
• •Timeless Style & Elegance
• •Versatility
• •Family & Tradition

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives describing the brand's tone (e.g., "Luxurious," "Approachable," "Confident," "Warm," "Stylish") and provide "do" and "don't" examples for phrasing.
• •Prioritize "Elegant & Warm" Language: Consistently use words that evoke sophistication, comfort, and quality (e.g., "exquisite," "plush," "crafted," "timeless," "cozy," "chic," "indulge"). Avoid overly casual slang or overly technical jargon.
• •Emphasize Quality and Craftsmanship Storytelling: Weave in mentions of material sourcing (when positive, like "Scandinavian Fox Fur"), the family-owned aspect, and the attention to detail in product descriptions and social media posts.
• •Maintain a Friendly and Inclusive Closing: Even when showcasing luxury, ensure calls to action and general messaging feel welcoming (e.g., "Perfect for you, your family, and friends," "Join the Surell family").
• •Consistent Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual presentation on the website and social media. Luxurious and elegant photos should be paired with copy that reflects the same standard. Similarly, friendly behind-the-scenes content should have an approachable caption.

Social Perception

Positive for product quality, Seen as a luxury and giftable brand, Appreciation for customer service, Ethical considerations (Fur), Mid-range competitor.

Copy Examples

• •Headline: Indulge in Timeless Warmth. Discover Surell. Body: Wrap yourself in the exquisite softness of Surell Accessories. For over 30 years, our family has been dedicated to crafting luxurious fur and fashion pieces that elevate your everyday style. Experience the perfect blend of quality and elegance. #SurellStyle #LuxuryAccessories
• •Headline: The Art of Gifting, Perfected by Surell. Body: Spoil your loved ones (or yourself!) with the unmatched quality of Surell. From plush earmuffs to chic headbands, each piece is a statement of timeless style and cozy comfort. Find a gift that speaks volumes. #SurellGifts #PerfectPresent #WinterLuxury
• •Headline: Real Craftsmanship, Real Glamour. (Or: Faux Real Glamour.) Body: At Surell, we believe in the beauty of detail. Whether you choose our ethically sourced real furs or our stunningly realistic faux fur creations, you’re choosing an accessory crafted with passion and precision. Feel the Surell difference. #FurFashion #FauxFur #QualityMatters
• •Headline: Your Winter Style Elevated. Body: Don't just brave the cold – embrace it with Surell Accessories. Our latest collection of hats, scarves, and gloves combines fashion-forward designs with the cozy warmth you deserve. Step out in confidence and style this season. #WinterWardrobe #ChicComfort #Surell
• •Headline: Behind the Seams at Surell: Quality You Can Feel. Body: Ever wonder how your favorite Surell accessory is made? We're pulling back the curtain! Follow us on Instagram & TikTok @surellaccessories to see the care and craftsmanship that goes into every piece. Join the Surell family! #BehindTheBrand #FamilyOwned #MadeWithLove