Brand Tone

Dreamy & Whimsical, Personal & Heartfelt, Ethical & Transparent, Empowering & Inclusive, Appreciative & Kind

Brand Values

• •Handmade Quality & Craftsmanship
• •Personalization & Self-Expression
• •Ethical Production
• •Sustainability (Slow Fashion)
• •Family & Passion
• •Customer Connection & Service
• •Inclusivity

Best Practices

• •Always Emphasize "Handmade" and "Mother-Daughter Duo": This is a core differentiator and adds to the personal, heartfelt tone. Consistently weave this narrative into product descriptions, social media, and about sections.
• •Use Dreamy, Evocative Language: Incorporate words like "dreamy," "whimsical," "magical," "fairytale," "enchanting," "soft," and "delicate" to reflect the brand's aesthetic and product names.
• •Maintain Transparency and Ethical Standpoint: When discussing production, materials, or even business decisions (like PR), be open and honest. This builds trust and reinforces values like ethical production and slow fashion.
• •Be Warm, Approachable, and Personal in Communications: Whether responding to comments, DMs, or writing email newsletters, adopt a friendly, kind, and appreciative tone, as if speaking directly to a friend.
• •Visually Align Content with the Tone: Ensure all visuals (photos, videos, website design) reflect the whimsical, romantic, and high-quality nature of the garments. The copy should complement these visuals seamlessly.

Social Perception

Highly Positive for Product Quality & Beauty, Appreciation for Customization, Valued as a Small, Ethical Business, Seen as "Whimsical" and "Cottagecore", Good Customer Service, Lead Times Understood but Require Planning, Trustworthy

Copy Examples

• •Instagram Post (New Dress Launch): "Float into your own fairytale. ✨ Our new [Dress Name] is here, lovingly handmade just for you by our mother-daughter team. Dreamy fabrics, custom fit, and a sprinkle of whimsy in every stitch. How will you personalize yours? #WhimsicalLace #HandmadeDress #SlowFashion #DreamDress #EthicalFashion"
• •TikTok Video Idea (Behind the Scenes): Voiceover: "Wondering how your Whimsical Lace dress comes to life? It starts with a dream (yours!), carefully chosen fabrics, and Mom's 30+ years of magic. ✨ Each stitch is made with love, ethically and sustainably. #WhimsicalLace #HandmadeWithLove #MotherDaughterOwned #CustomDress #SlowFashionJourney"
• •Product Description (Mara Dress): "Meet the Mara Dress, a whisper of romance and whimsy. Imagine soft satin, delicate lace, and a silhouette made to twirl in. Handmade to your exact measurements by Mom in Indonesia, because you deserve a dress as unique as you are. Choose your fabric, length, and let us craft your dream. #WhimsicalLace #CustomMade #SatinDress #EthicalStyle #MadeForYou"
• •Email to Subscribers (Highlighting Values): Subject: "More Than Just a Dress: Our Promise to You & the Planet 🌿" Body: "At Whimsical Lace, every gown is a story – a tale of passion, ethical craftsmanship, and a commitment to slow fashion. Run by a mother-daughter duo, we pour our hearts into creating personalized, dreamy dresses that not only make you feel beautiful but also honor our values of fair labor and sustainability. Discover the magic of a dress made just for you. #WhimsicalLace #EthicalFashion #SustainableStyle #HandmadeLove"
• •Website About Us Snippet: "Whimsical Lace isn't just a brand; it's a shared dream between a mother and daughter, stitched together with love and decades of craftsmanship. We believe in the magic of a dress that truly fits, in ethical making, and in bringing a little more whimsy into your world, one custom-made garment at a time. #WhimsicalLaceStory #MotherDaughterTeam #HandmadeLuxury #SlowFashionMovement"