Brand Tone

Luxurious, Passionate, and Sophisticated

Brand Values

• •Quality & Craftsmanship
• •Pet Safety & Comfort
• •Customization & Individuality
• •Ethical & Sustainable Production
• •Customer Dialogue

Best Practices

• •Lead with "We" and "Our": The brand's "About Us" page effectively uses phrases like "our dream," "our love for dogs," and "we offer," creating a personal, passionate, and founder-led voice. Continue this to maintain a sense of a small, dedicated team behind the luxury.
• •Bridge the Gap Between Pet & Fashion: Always treat the products as high-fashion accessories. Use vocabulary from the world of jewelry and couture (e.g., "collection," "signature piece," "bespoke," "encrusted," "hand-crafted") when describing the collars and charms.
• •Emphasize the Emotional Bond: The strongest messaging connects the product to the owner's love for their pet. Use phrases like "for your best friend," "celebrate your bond," and "a tribute to your companion" to frame the purchase as an emotional investment, not just a material one.
• •Highlight Safety as a Luxury Feature: Do not shy away from mentioning the practical safety and comfort elements, but frame them as part of the luxury experience. For example: "Designed with their comfort in mind, our external charm loop ensures beauty never comes at the cost of their wellbeing." This reinforces the brand's core value of responsible design.
• •Focus on "The Art of Customization": Use language that empowers the customer as a designer. Phrases like "Curate their look," "Design your signature collar," and "Your vision, our craftsmanship" will make the customization process feel exclusive and creative, justifying the premium price point.

Social Perception

Generally positive, perceived as a provider of high-quality, niche pet accessories, with positive blogger/reviewer reception, though it has a limited but emerging social media presence.

Copy Examples

• •Elegance isn't just for you. It's for your best friend, too. The Voss by Voss 'Collect a Collar' in Black Velvet, personalized with hand-set crystal charms. Because their love is a luxury. #VossByVoss #LuxuryPet #DanishDesign #DogJewelry
• •Headline: The Collar, Redefined. Body: Your dog is part of your story. Why shouldn't their accessories be as unique as they are? Discover the Voss by Voss collection: fine Italian leather collars and exquisite charms, designed for comfort and crafted with passion in Copenhagen. Design their signature style today.
• •Elegance in Every Detail. Uniting our love for dogs and design, the 'Collect a Collar' system allows you to create a masterpiece of personal style. Fashioned from the finest leather. Finished with the charms you choose. This is more than a collar—it's a statement.
• •A New Way to Spoil Your Best Friend…
• •Introducing the 'Oceanic Sparkle' Charm. Inspired by the shimmer of the sea, this Murano glass charm is encased in polished silver-plated zinc. Each piece is a miniature work of art, designed to add a touch of serene beauty to their collar without compromising on comfort. A perfect tribute to your shared adventures.