Brand Tone

Elegant, Aspirational, and Gentle

Brand Values

• •Femininity & Self-Expression
• •Modern Elegance
• •Quality and Detail
• •Accessibility

Best Practices

• •Lead with "Being," Not "Buying": Frame your copy around the concept of "être" (to be). Focus on how the clothing helps the customer be more confident, elegant, or expressive, rather than just on the transaction of buying a product. Use phrases like "Embody elegance," "Be bold," or "Your style, your being."
• •Use Elegant and Evocative Language: Maintain a sophisticated vocabulary. Use descriptive adjectives that appeal to the senses and emotions, such as "fluid," "delicate," "luminous," "soft," and "graceful." Avoid slang, overly casual terms, or aggressive, hard-sell language ("HURRY," "50% OFF NOW!").
• •Tell a Gentle Story: Each post or product description should tell a small story. Instead of just listing features, describe the feeling or the moment the garment is made for. For example, "The perfect dress for a weekend escape" is more evocative than "Dress with v-neck and floral print."
• •Maintain a Consistent, Warm Voice in Community Management: Your brand voice extends to how you reply to comments and messages. Always be polite, personal, and warm. Address users by name when possible and answer questions with a helpful, gentle tone that reinforces the brand's approachable nature.
• •Align Visuals and Text: Ensure the tone of your copy perfectly matches your visual aesthetic. If the photos are soft, elegant, and light-filled, the text must be as well. The synergy between what customers see and what they read creates a powerful and cohesive brand experience.

Social Perception

Largely positive, perceived as a desirable, stylish, trustworthy, and community-focused brand within its niche.

Copy Examples

• •Let your style bloom. Our new ‘Jardin Fleuri’ dress is here to add a touch of poetry to your everyday moments. Effortlessly elegant, endlessly you. Tap to discover. #êtreScely #FeminineStyle #NewCollection
• •Style is a way to say who you are without having to speak. Discover the Fall Collection—where elegance meets ease.
• •You are unique. Your wardrobe should be too. At être – Scely, we curate timeless, elegant pieces designed for the modern woman. Explore our collection and redefine your look. Shop now for free shipping on your first order.
• •Embrace understated luxury with the Céleste blouse. Crafted from pure, soft-touch silk, its fluid silhouette drapes beautifully for a flattering fit. Featuring delicate mother-of-pearl buttons and a classic collar, this piece is the epitome of refined simplicity. Perfect for moving from a day at the office to an evening out. To be, simply.
• •A Little Elegance, Just For You | Your Early Access to Our Summer Sale