Brand Tone

Edgy & Playful, Aspirational & Exclusive, Authentic & Passionate, Approachable Luxury, Story-Driven

Brand Values

• •Authenticity
• •Originality & Individuality
• •Redefining Luxury
• •Curation & Collection
• •Sustainability
• •Fun & Light-Heartedness

Best Practices

• •Embrace "Edgy Elegance": Combine sophisticated language appropriate for luxury with playful, bold, and sometimes irreverent phrasing. Avoid overly formal or stuffy corporate speak. Think: "We've spent sleepless nights @ tattoo parlors & countless hours @ the corner palm-reader."
• •Tell a Story, Don't Just Sell a Product: Frame items not just by their brand and features, but by the "crazy stories" they could tell or the unique identity they offer the wearer. Highlight the journey of the piece or the lifestyle it represents.
• •Use Inclusive Exclusivity: While items are rare and the experience can be exclusive (like the Clubhouse), the language should still feel welcoming and empowering, encouraging individuals to express their unique "weirdness." Focus on "you" and how the item helps "tell *your* own story."
• •Inject Personality & Humor: Don't be afraid to be witty, use playful slang ("ur," "badass"), or create unexpected juxtapositions in your content, reflecting the brand's desire to be "fun and weird." For example, "Shop things ur friends won't have."
• •Maintain Authenticity in Voice: The passion for vintage and collecting should shine through. Use genuine, enthusiastic language that reflects a real love for the items and the brand's mission, rather than generic marketing phrases. Reinforce the commitment to authentic designer pieces.

Social Perception

Treasure Trove, Cool & Trendy, Exclusive Experience, Authentic & Trustworthy (for luxury vintage), Aspirational Brand, Engaging & Fun

Copy Examples

• •Instagram Post (Image: A rare vintage Chanel bag artfully placed on a stack of old records): Not just a bag, it's a mixtape of eras. Every stitch a story, every clasp a memory. What tales will you add to its legacy? Dare to be classic, remixed. #TreasuresOfNYC #VintageChanel #StorytellingStyle #NYCFashion #LuxuryRewritten
• •Website Banner (Image: A diverse group of stylish individuals confidently wearing Treasures of NYC pieces): Luxury got an upgrade. We ditched the stuffy, kept the iconic. Find your unapologetically authentic piece. This isn't just vintage, it's your next chapter. Shop the collection. #TreasuresOfNYC #EdgeOfLuxury #BeTheTreasure
• •TikTok Video Script (Fast-paced montage of unique items, ending with a shot of the "Clubhouse"): (Upbeat, edgy music) Voiceover: Sick of blending in? Your style is a story, not a script. We hunt the globe for pieces with past lives & future vibes. Authenticity guaranteed, boring never. Book your treasure hunt at the Clubhouse. Link in bio. You won't find these anywhere else. #TreasuresOfNYC #VintageHeat #NYCVintage #DesignerFinds #KeepItWeird
• •Email Newsletter Subject Line: Found: Your Next Obsession (No, Seriously). Body Snippet: Forget 'new arrivals.' At Treasures, we unearth legends. This week's drop is dripping with rare Dior, Fendi that bites back, and Gucci that whispers tales of wild nights. Ready to own a piece of history (and look damn good doing it)? These aren't just clothes, they're conversation starters. #TreasuresOfNYC #VintageLuxury #AuthenticForever
• •Pinterest Pin Description (Image: Flat lay of a vintage designer scarf, sunglasses, and a small accessory): The details don't just make the outfit, they make the statement. Curated vintage accessories that scream *you*. Because being a copy is never in style. Discover unique designer finds at Treasures of NYC and tell your own story. #VintageDesigner #NYStyle #AccessorizeYourAttitude #TreasuresOfNYC #LuxuryConsignment