Brand Tone

Sophisticated, Mindful, and Minimalist

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Timelessness & Uniqueness
• •Curation

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core values. Don't just sell a 'dress,' sell a 'timeless piece that counters fast fashion.'
• •Use Evocative, Sensory Language: Instead of 'brown coat,' use terms like 'crafted from rich, caramel-toned wool.' Describe the feel of the fabric ('soft drape,' 'structured silhouette') to communicate quality.
• •Tell a Story (Even a Small One): When possible, add a detail about a piece's origin, era, or unique features (e.g., 'original 1970s buttons,' 'sourced from a small Parisian boutique'). This reinforces the 'find' in the store's name.
• •Maintain a Minimalist Approach: Keep sentences clear and concise. Avoid hype words (e.g., 'amazing,' 'incredible') and let the inherent quality of the products speak for itself. The tone is confident and understated, not loud.
• •Emphasize 'Curated' and 'Conscious': These two words are pillars of the brand. Use them and their synonyms (e.g., 'selected,' 'mindful,' 'thoughtful') consistently across all channels to reinforce the brand's unique selling proposition.

Social Perception

A Trusted Source for High-Quality Vintage, Aspirational and Stylish, Ethical and Purpose-Driven

Copy Examples

• •The quiet luxury of pure silk. This 1980s blouse, with its timeless drape and quality craftsmanship, was made to be cherished for decades, not just a season. A rare find for the modern wardrobe. Discover it online now.
• •An answer to fleeting trends. This vintage trench is crafted from 100% pure wool, featuring a classic silhouette that has defined effortless style for generations. Sourced from Italy, its quality and structure are a testament to enduring craftsmanship. A foundational piece for a conscious and curated wardrobe.
• •New Arrivals: Rare Finds & Timeless Designs
• •Style that tells a story. We believe in the beauty of pieces with a past, curated for a sustainable future. Explore our collection of one-off vintage and designer finds. #VintageFashion #SustainableStyle #CuratedVintage #MinimalistStyle
• •Headline: Wear the Change. Sub-headline: Curated vintage and designer pieces, chosen for their quality and timeless appeal. Shop consciously.