Brand Tone

Authentic, Genuine, Passionate, Knowledgeable, Nostalgic, Cherished, Resilient, Modern, Friendly, Community-Focused

Brand Values

• •Quality
• •Individuality & Uniqueness
• •Sustainability & Conscious Consumption
• •Heritage & Storytelling
• •Customer Connection
• •Accessibility

Best Practices

• •Embrace Your Story: Consistently weave in elements of The Harlequin's rich history, its Dublin roots, and its evolution from a physical landmark to an online presence. This builds authenticity and emotional connection.
• •Highlight Uniqueness and Quality: Emphasize the hand-picked nature of the items and the inherent quality and individuality of vintage pieces over mass-produced fashion. Use descriptive language that evokes the texture, era, and craftsmanship of the garments.
• •Maintain a Passionate & Knowledgeable Voice: Let the love for vintage shine through. Share insights about specific eras, styles, or the care that goes into selecting items. This positions The Harlequin as an expert and trusted curator.
• •Balance Nostalgia with Modern Appeal: While celebrating the past, ensure the copy feels relevant and accessible to today’s online shopper. Highlight how vintage pieces can be incorporated into contemporary wardrobes and the sustainable benefits of shopping pre-loved.
• •Foster a Sense of Community: Even online, strive to create the welcoming and personal feel of a beloved local shop. Engage with comments, share customer style, and use inclusive language that makes everyone feel part of The Harlequin family.

Social Perception

Iconic, Beloved, Treasure Trove, High Quality, Curated, Nostalgic Loss (Physical Store), Respected, Enduring

Copy Examples

• •Headline: More Than Vintage. It's a Piece of History. Body: Each item at The Harlequin has lived a life before. Now, it's ready for its next chapter with you. Discover unique, hand-picked vintage that tells a story. Shop our online collection – Dublin's cherished style, now worldwide.
• •Social Media Post (Image: A vibrant vintage dress): Stand out from the fast fashion crowd. ✨ This 70s dream (and more one-of-a-kind finds) just landed on our website. Ethically stylish, undeniably unique. Link in bio to make it yours. #TheHarlequinVintage #DublinVintage #SustainableStyle #UniqueFinds
• •Email Subject: That "Found It!" Feeling, Delivered to Your Door. Body: Remember the thrill of discovering that perfect, unique piece? At The Harlequin, we've been curating those moments for decades. Explore our latest online arrivals and bring a touch of timeless Dublin charm into your wardrobe. Your next treasure awaits.
• •Product Description Snippet (for a classic denim jacket): Built to last, styled to be timeless. This genuine vintage denim jacket isn't just clothing; it's a statement. From Dublin's iconic Harlequin, bringing you quality that endures and style that’s all your own. Wear it and add your story.
• •About Us Snippet (for website): From a beloved Dublin landmark for 28 years to your favourite online vintage haven. The Harlequin is more than a shop; it’s a family legacy built on a passion for timeless style and the unique stories woven into every garment. Discover the heart of Dublin vintage, wherever you are.