Brand Tone

Conscious & Caring, Approachable & Friendly, Elegant & Modern, Slightly Whimsical & Playful, Informative & Transparent

Brand Values

• •Sustainability
• •Ethical Production
• •Quality & Durability
• •Exclusivity & Mindfulness
• •Inclusivity & Community
• •Elegance & Ease
• •Transparency

Best Practices

• •Lead with Values: Always weave in core values like sustainability, ethical production, and quality into the messaging, whether it's a product description or a social media post. Make these the undercurrent of all communication.
• •Maintain an "Elegant yet Approachable" Voice: Combine sophisticated language when describing design and quality with a friendly, down-to-earth tone when talking about everyday wearability and brand ethos. Avoid overly technical jargon unless explaining specific sustainable practices, and even then, make it understandable.
• •Emphasize "Conscious" Choices: Frame purchasing from Whimsy & Row as a conscious, thoughtful decision. Use words like "mindful," "intentional," "considered," and "eco-aware" to resonate with the target audience.
• •Be Transparent and Honest (and Acknowledge the Journey): While highlighting all the good, don't be afraid to be open about the complexities of sustainable fashion. If there are areas of improvement or ongoing efforts (like working towards even more transparency in the supply chain), frame it as part of the brand's commitment to constantly do better. This builds trust.
• •Infuse a Touch of "Whimsy" and Positivity: Let the brand name inspire a little lightheartedness and optimism. Focus on the joy of beautiful, well-made clothing and the positive impact of making sustainable choices. Use evocative and slightly playful language where appropriate, especially on more informal platforms like TikTok or in email newsletters.

Social Perception

Highly Regarded for Sustainability, Trusted for Quality & Style, Ethical Credentials Generally Accepted, with Some Scrutiny, Seen as Approachable and Conscious, Good Customer Satisfaction

Copy Examples

• •Instagram Post (New Collection): Meet the Sundown Collection 🌅 Effortless elegance, ethically made in LA from the softest organic linen. Designed for golden hours and everyday moments. Because looking good should feel good, inside and out. #WhimsyAndRow #SustainableStyle #MadeInLA #OrganicLinen #ConsciousFashion
• •Email Subject Line (Sale): Kind to your wallet, kinder to the planet 🌱 Our Eco-Essentials Sale is on! Email Body Snippet: Discover timeless pieces made with love and lower-impact materials, now at a special price. At Whimsy & Row, we believe in fashion that endures, not in fads that fade. Shop consciously, live beautifully.
• •Product Page Description (Dress): The Flora Midi Dress: Your new go-to for wherever life takes you. Crafted from breathable TENCEL™ (a super-fabric made from responsibly sourced wood!), this dress drapes beautifully and feels like a dream. Featuring a flattering adjustable waist tie and, yes, pockets! Made in limited batches right here in Los Angeles because we care about unique style and a smaller footprint. Wear it with intention.
• •About Us Page Snippet: More than just clothes, Whimsy & Row is a promise. A promise of style that doesn’t cost the Earth. Since 2014, we've been dedicated to crafting beautiful, sustainable pieces for the modern woman, right here in sunny Los Angeles. We choose low-impact fabrics, ethical factories, and limited runs because we believe in quality over quantity, and in a fashion future that’s both chic and conscious.
• •TikTok Video Concept Caption: Spotted: Our favorite deadstock fabric getting a new life! ✨ From forgotten roll to your new favorite top. This is how we do sustainable at Whimsy & Row – one unique piece at a time. ♻️ #WhimsyAndRow #DeadstockFabric #SustainableFashion #BehindTheSeams #EcoChic #LimitedEdition