Brand Tone

aspirational, sophisticated, and serene; evocative, focused on feeling and experience, conveying curated elegance and exclusivity

Brand Values

• •Curated Luxury
• •Authenticity and Heritage
• •Community and Collaboration
• •Experiential Commerce
• •Sense of Place

Best Practices

• •Lead with "The Feeling": Always start with the emotion or experience. Use evocative, sensory language that speaks to the aspirational lifestyle of the target audience before detailing product features. The brand is selling a feeling, not just an item.
• •Emphasize Curation and Craftsmanship: Consistently use words like "curated," "artisanal," "handcrafted," "bespoke," and "maker-minded" to reinforce the brand's commitment to quality and expert selection.
• •Anchor the Narrative in Nantucket: Continuously tie the brand story back to its physical and cultural location. Reference the harbor, the island's history, and the coastal setting to maintain a strong sense of place.
• •Maintain a Sophisticated Vocabulary: The brand's tone is elevated. Avoid overly casual slang or generic marketing phrases. Opt for a more refined and elegant lexicon that reflects the luxury positioning.
• •Tell the Story of Collaboration: When featuring partner brands, frame it as a meeting of minds and values. Explain why that brand belongs at Ten Easy Street, highlighting shared commitments to luxury, design, or community. This reinforces the idea of Ten Easy Street as a trusted curator.

Social Perception

Perceived as a high-end, exclusive destination and tastemaker for luxury home goods and design inspiration, attracting an affluent clientele. It's seen as a premium and influential entity for luxury activations and creative gatherings on Nantucket.

Copy Examples

• •Where timeless design meets the rhythm of the tides. Introducing our new collection of artisanal ceramics, curated to bring the serene elegance of a Nantucket morning into your home. Each piece tells a story of craftsmanship and coastal calm. Discover the collection at the link in bio. #TenEasyStreet #NantucketLiving #CuratedDesign
• •S. Harris & Ten Easy Street: A Legacy of Luxury. We believe a home should be a narrative of comfort and style. That's why we've partnered with S. Harris, whose art-forward fabrics and rich textures evoke emotion and redefine bespoke design. Experience the collection in our Great Room.
• •Email: Subject: An Invitation to Inspiration from 10 Easy Street Body: Dear [Name], At Ten Easy Street, every object has a story. This week, we invite you to explore the world of Palmer Industries, whose lustrous metalwork adds 'jewelry for the home.' Step inside our reimagined shoppe house and discover how exceptional design can transform the everyday. Visit us on the island or explore the curation online.
• •The art of summer, perfected. Join us at Ten Easy Street for an exclusive showcase of handcrafted furnishings and decor that capture the essence of coastal sophistication. Let our curated spaces inspire your own seasonal refresh. Art, history, and luxury converge, just steps from the harbor.
• •Ten Easy Street is more than an address; it's a feeling. It's the quiet elegance of a historic home reimagined for modern living. Here, celebrated designer Eileen Kathryn Boyd curates a harmonious blend of bespoke brands and local talents, creating an immersive shoppe house where every detail is a discovery. We invite you to bring the timeless charm of Nantucket into your home.