Brand Tone

Aspirational, stylish, and welcoming. The language is sophisticated yet accessible, aiming to inspire customers to elevate their own spaces and create a unique atmosphere of comfort and style. It positions the brand as a fashionable authority while remaining approachable.

Brand Values

• •Curated Style
• •Affordable Luxury
• •Individuality and Self-Expression
• •Support for Emerging & Women-Owned Businesses

Best Practices

• •Always connect the product back to the central concept of creating a personal "vibe." Use words like elevate, transform, curate, inspire, and style to maintain an aspirational tone.
• •Weave the founder's passion for design, travel, and color into the narrative. This adds authenticity and helps the brand stand out from larger, impersonal retailers.
• •Remind customers that products are "hand-selected" and part of limited collections. This creates a sense of value and encourages quicker purchase decisions.
• •While using sophisticated design language, always ground the message in the brand's commitment to affordability, as stated in its mission.
• •Go beyond describing what a product is. Explain what it does for the customer's home and life—whether it "starts a conversation," "exudes comfort," or "tells a story."

Social Perception

The brand is perceived as a boutique, founder-led business with a distinct and modern design point of view. The founder's personal story and media presence lend credibility. While there's a lack of widespread public reviews, the curated online presence successfully conveys an image of style and quality.

Copy Examples

• •The perfect centerpiece isn't found, it's chosen. Our new collection of textured vases is here to be the conversation starter at your next gathering. Hand-selected for their bold, minimalist design, they're ready to hold your favorite blooms or stand stunningly on their own. Discover the piece that speaks to your vibe. #TheHomeVibe #ModernDecor #VaseStyling
• •Your Home, Your Vibe. Shop Curated Decor.
• •Inside: 10% Off Your First Step to a More Beautiful Home
• •Wrap yourself in comfort that's as stylish as it is cozy. Woven from ultra-soft, sustainable cotton, this throw blanket features a subtle tribal-inspired pattern that adds a touch of global design to any sofa or bed. It’s not just a blanket; it’s the final layer of your room’s unique story. Hand-selected from an emerging designer we love.
• •Don't Just Decorate. Curate. Chic, affordable pieces to transform your space.