Brand Tone

aspirational, sophisticated, passionate, confident, knowledgeable, inviting, inclusive

Brand Values

• •Timelessness over Trends
• •Exceptional Craftsmanship
• •Individuality & Self-Expression
• •Community
• •Authenticity

Best Practices

• •Use Storytelling: Frame products not just as objects, but as artifacts with a history and a story. Talk about the era that inspired them, the craftsmanship involved, and the type of person who would wear them.
• •Emphasize "Timeless" over "Trendy": Consistently use words like "timeless," "classic," "vintage," "heritage," and "legacy." Avoid buzzwords associated with fast fashion.
• •Speak to Aspiration: Write copy that connects the product to a desired feeling or status: confidence, sophistication, individuality, and effortless cool. The customer isn't just buying sunglasses; they are investing in the best version of themselves.
• •Maintain an Inclusive Tone: While the brand name is masculine, the copy should remain welcoming to all. Use gender-neutral terms like "style enthusiasts," "connoisseurs," or "individuals with an eye for quality" to acknowledge their diverse customer base.
• •Educate the Customer: Use copy to share knowledge about materials (e.g., Mazzucchelli acetate), design history, and what makes vintage items special. This reinforces the brand's authority and justifies its premium positioning.

Social Perception

The brand is perceived as a legitimate, specialized, and trusted authority in high-quality vintage eyewear, highly praised for its unique products, exceptional customer service, and broadening appeal to diverse audiences, including women.

Copy Examples

• •History isn't made by following trends. It's made by those who define their own. Introducing The Beaumont Collection publish_date.
• •Inspired by the art elite and French monarchs of the 1940s, The Monarch frame is a statement of refined power. Its bold lines and premium Italian acetate construction speak to an appreciation for the finer things. For the individual who doesn't need to be the loudest in the room to be noticed.