Brand Tone

Personable, down-to-earth, and relatable

Brand Values

• •Authenticity
• •Curated Style
• •Small Business Charm

Best Practices

• •Write in the First Person: Continue using "I" and "my" in communications like emails and "About" sections to maintain the personal, founder-led voice. This reinforces that there's a real person behind the brand.
• •Emphasize the 'Curated' Aspect: Always refer to the collection as "curated," "hand-picked," or "personally selected." This reinforces the core value of a boutique that offers a distinct style rather than mass-market trends.
• •Tell the Story: Weave elements of the founder's story (Iowa roots, family, personal style) into marketing copy where appropriate. This builds a stronger emotional connection with customers.
• •Keep it Simple and Relatable: Avoid overly technical fashion jargon. The language should be as approachable and down-to-earth as the brand's persona. Use clear, friendly, and helpful language, especially in product descriptions.
• •Express Gratitude: Consistently end messages, from order confirmations to newsletters, with a thank you. Phrases like "Thanks for your support of my business!" reinforce the small-business charm and make customers feel valued.

Social Perception

The social perception is entirely shaped by the brand's self-representation on its website. The intended perception is that of a charming, trustworthy small business run by a relatable individual, offering a personally selected collection of clothing. Due to the absence of public reviews and social media engagement, external customer validation is not available.

Copy Examples

• •From Iowa, with love. Style for your everyday, curated by our founder, Lilian. Welcome to the boutique that feels like home.
• •New pieces I think you'll love! - Lilian, Tangled Pearl
• •This isn't just another top; it's the one I'll be wearing all season long. With its delicate floral pattern and easy-to-wear fit, it’s perfect for everything from a coffee run to a weekend brunch. Effortless style, personally approved.
• •Just a small-town girl from Iowa sharing the clothes I love to live in. Tangled Pearl Boutique isn't just a store; it's a collection of pieces I've picked out for myself, my sisters, and you. Thanks for being here!
• •Time for a little refresh! Our favorite hand-picked styles are now on sale. Grab the pieces you’ve been eyeing and add a little Tangled Pearl charm to your closet.