Brand Tone

Personal & Warm, Conscious & Responsible, Curated & Discerning, Timeless & Elegant, Helpful & Inviting

Brand Values

• •Slow Fashion
• •Quality over Quantity
• •Timelessness
• •Sustainability & Environmental Responsibility
• •Personal Connection & Curation
• •Support for Like-minded Brands

Best Practices

• •Emphasize "Slow Fashion" and Timelessness: Consistently weave in the values of enduring style, quality craftsmanship, and pieces that last beyond trends. Use phrases like "cherished pieces," "season after season," "timeless investment."
• •Maintain a Personal and Warm Voice: Where appropriate (especially on social media or newsletters), use a friendly, approachable tone. Occasionally signing off from Simone and Nicoline can reinforce the personal "sisters" touch.
• •Highlight Quality and Conscious Choices: Talk about materials, craftsmanship, and the sustainable aspects of the brands you carry. Educate customers subtly about the benefits of choosing well-made items.
• •Use Elegant and Evocative Language: Reflect the curated and sophisticated nature of the products with descriptive language that appeals to a discerning customer. Focus on feel, texture, and the enduring appeal of the items.
• •Be Authentic and Transparent: Share the story behind SŒURS and why you choose specific brands. Authenticity builds trust and resonates with customers who value transparency and genuine passion.

Social Perception

Trusted Curator, Advocate for Conscious Consumption, Chic & Aspirational (in an attainable way), Community-Focused (Local), Potential for Name Confusion/Association

Copy Examples

• •Instagram Post (New Arrival - Knitwear): Embrace the season's gentle chill with timeless knitwear that whispers quality and comfort. Each piece in our collection is chosen with love, designed to be cherished for years, not just moments. Discover enduring style at SŒURS. #SlowFashion #TimelessKnitwear #SoeursGilleleje #QualityOverQuantity
• •Website Banner (Brand Philosophy): SŒURS: More than just a boutique, it's a belief in fashion that endures. We curate timeless pieces from brands that share our commitment to quality, craftsmanship, and a lighter footprint on our planet. Invest in style that tells a story.
• •Facebook Post (Highlighting a Danish Designer): Celebrating Danish design that speaks to the heart. We're proud to feature [Brand Name], a testament to minimalist beauty and sustainable practices. Explore their latest collection in-store and online – pieces you'll love season after season. ♥ Simone & Nicoline #SoeursLoves #DanishDesign #SustainableStyle #Gilleleje
• •Email Newsletter Snippet (About Children's Collection): For the little ones, with the same love for lasting quality. Our children's collection features handpicked treasures designed for comfort, play, and to be passed down. Because good style and conscious choices start young. Explore SŒURS Kids.
• •Product Description (Generic Dress): The [Dress Name] Dress: An ode to effortless elegance. Crafted from [Material] for a beautiful drape and lasting comfort, this piece embodies our 'slow fashion' philosophy. A timeless silhouette designed to be a cherished part of your wardrobe for seasons to come. Consciously chosen, beautifully made.