Brand Tone

Elegant, Traditional, and Trustworthy

Brand Values

• •Heritage & Family Tradition
• •Quality & Curation
• •Customer Service & Expertise
• •Celebrating Life's Moments
• •Community Roots

Best Practices

• •Always Lead with Quality and Heritage: In every piece of copy, connect the product or service back to the core values of enduring quality and the brand's long history. Phrases like "A tradition of quality since 1904" reinforce trust.
• •Use Elegant and Evocative Language: Instead of just listing features, describe the experience. For example, instead of "durable plates," use "resilient tableware designed for generations of family meals."
• •Maintain a Personal and Warm Tone: Write as if you are giving a personal recommendation. Use "we" to refer to the store and "you/your" to speak directly to the customer, fostering a connection that reflects the in-store family-run feel.
• •Tell the Story Behind the Products: Briefly explain why a certain brand was chosen for the store or the unique craftsmanship of an item. This educates the customer and reinforces the store’s value of expert curation.
• •Be Consistent Across All Channels: The sophisticated, trustworthy, and traditional tone should be identical on the website, in social media captions, in email newsletters, and in any print materials to build a strong, unified brand identity.

Social Perception

Prestigious and reliable local institution, seen as the definitive place for high-quality, unique, and branded housewares not found in chain stores. Associated with quality, durability, excellent taste, and the personal touch of a family-run business with passionate, knowledgeable staff.

Copy Examples

• •Image: A beautifully styled shot of a new Alessi coffee pot. Copy: A century of tradition, a moment of perfect coffee. Introducing the latest design from Alessi, where artistry meets your morning ritual. For over 100 years, we have brought timeless quality into your homes. Discover the new collection in-store and online.
• •Image: A soft-focus, romantic image of a beautifully set dining table. Copy: Begin your life together with timeless elegance. The Vielmo Casa Regalo wedding list service is more than just a list; it's a century-old tradition of helping couples build their perfect home. Let our family guide yours. Schedule your personal consultation today.
• •Image: A black-and-white photo of the original store, if available, next to a modern one. Copy: Since 1904, our family has been dedicated to a simple mission: to find the most beautiful and enduring items for your home. Now in our third generation, that passion for quality and commitment to personal service remains at the heart of everything we do. Welcome to our home.
• •Email Subject: Create an Unforgettable Holiday Table. Email Body: The magic of the season is in the details. From sparkling crystal glasses to the perfect roasting pan, find everything you need to host with confidence and style. Explore our curated holiday collection and continue a tradition of beautiful gatherings.
• •Visual: A short video showing a staff member artfully gift-wrapping a product. Text on screen: "What special moment are you celebrating this week?" with a poll: A) Birthday B) Anniversary C) Just Because. Caption: Every gift from Vielmo tells a story. We wrap each one with care, ready for your special occasion.