Brand Tone

Sophisticated, aspirational, and personal. The brand's voice is knowledgeable and refined, yet warm and approachable, avoiding overly casual slang while maintaining a friendly, inviting feel.

Brand Values

• •Timelessness and Longevity
• •Considered Curation
• •Championing Independents
• •Personal Service and Connection
• •Authenticity

Best Practices

• •Lead with 'Why,' Not Just 'What': Explain why a product was chosen for the collection, using phrases like 'We chose this piece for its...' or 'Crafted for longevity...' to reinforce curation value.
• •Use Evocative and Sensory Language: Incorporate words like 'cosy,' 'chic,' 'luxe,' and 'effortless' to appeal to customer aspirations and describe the feel and mood of collections.
• •Maintain a Personal Voice: Write as if offering trusted advice, using 'we' to create a sense of shared journey and community, and leveraging direct messages from the founder for connection.
• •Emphasize Timelessness Over Trends: Frame new arrivals as 'new intentions' or 'elevated staples' to align with the core value of longevity and encourage investment in quality pieces.
• •Let Customer Service Shine Through: Integrate the brand's commitment to service into copy, with phrases like 'Need styling advice? We're here to help,' and ensure clear accessibility of policies and contact information.

Social Perception

The public perceives The Store By Twenty as a premium, trustworthy, and inspiring independent lifestyle store. Customers feel they are buying into a carefully curated world of style, backed by a brand that is passionate and genuinely helpful, known for quick delivery and high-quality, beautifully packaged products.

Copy Examples

• •Step into the new season with intention. Our latest collection is a celebration of enduring style and quiet luxury. Discover thoughtfully crafted knitwear and elevated essentials designed not just for a season, but for a lifetime of wear. Explore the collection online now.
• •The Art of Thoughtful Gifting. Find something meaningful in our curated collection of unique gifts, timeless jewellery, and home details designed to elevate the everyday.
• •Fashion that feels personal. At The Store By Twenty, we champion independent labels that share our passion for longevity and craftsmanship. Build a wardrobe that tells a story. Shop our curated collection of timeless pieces.
• •Some pieces just feel right. Effortlessly elegant and endlessly versatile, our new satin midi dress is the epitome of timeless style. We've chosen it for its beautiful drape and thoughtfully crafted details. See how we're styling it for day and night on the journal.
• •Investing in pieces that do more. Our new blazer is all about versatility and timeless style. Which look is your favourite? #slowfashion #capsulewardrobe #styletips