Brand Tone

warm, genuine, premium, friendly, approachable, professional, authoritative, evocative, luxurious, with a subtle humor

Brand Values

• •Heritage & Family
• •Ethical & Sustainable Practices
• •Quality & Luxury
• •Customer-Centricity
• •Purpose-Driven

Best Practices

• •Always weave the family story and long history of mohair farming into the narrative. This is a unique selling proposition that builds trust and authenticity.
• •Consistently use keywords like "ethical," "sustainable," "luxurious," "soft," and "heirloom-quality" to reinforce the brand's core values and product positioning.
• •Write as if you are speaking to a friend, but with the confidence of an expert. Avoid overly corporate language. Personal touches, like referencing the founders or the family farm, enhance this tone.
• •Use descriptive and sensory language to evoke the feeling of the products. Words like "snuggly," "cloud-like softness," and "lightweight warmth" help the customer imagine the experience.
• •Clearly communicate the brand's commitment to sustainability, ethical practices, and its "profit for a purpose" mission. This resonates with conscious consumers and adds a deeper meaning to the purchase.

Social Perception

Trustworthy, family-run business delivering high-quality, luxurious products. Perceived as ethical and sustainable. Valued for personal touches and excellent, 'faultless' customer service, fostering loyalty.

Copy Examples

• •Wrap yourself in a legacy of warmth. Our new [Product Name] throw isn't just a blanket; it's a piece of our family's 160-year heritage in mohair craftsmanship. Feel the unmatched softness of ethically sourced kid mohair and add a touch of timeless elegance to your home. #TheGlamorousGoat #HeirloomQuality #SustainableLuxury
• •Experience the diamond fibre. Known for its incredible durability and natural luster, mohair is a gift from nature. Our [Product Name] socks are crafted from the finest kid mohair, offering breathable warmth and a cloud-like softness that has to be felt to be believed. Ethically made, designed to last.
• •Subject: More Than Just a Throw. It's a Story. When you choose The Glamorous Goat, you're not just buying a luxurious mohair product. You're becoming part of a story that began in 1857 —a story of family, ethical farming, and a deep love for our Angora goats. Feel good about your comfort, knowing it's woven with integrity and kindness.
• •Give the gift of sustainable comfort. Searching for a present that's both luxurious and conscious? Our mohair throws and scarves are ethically crafted from our family's farm in South Africa. A gift that warms the heart and soul, and one that will be treasured for generations. #EthicalGifting #FamilyHeritage #Mohair
• •From our happy goats on the family farm to your cozy moments at home. We pour generations of passion and care into every thread. The Glamorous Goat: Ethical. Generational. Mohair.