Brand Tone

Sophisticated & Elegant, Evocative & Poetic, Warm & Inviting, Mindful & Considered, Authentic & Personal

Brand Values

• •Timelessness & Durability
• •Quality & Craftsmanship
• •Authenticity & Storytelling
• •Holistic Lifestyle & Connection
• •Beauty in Simplicity & Essentialism
• •Sustainability & Considered Consumption
• •Curation & Collaboration

Best Practices

• •Embrace "Storytelling over Selling": Focus on the narrative, the inspiration, the craftsmanship, and the feeling the products evoke, rather than just features and price. ARJE sells a lifestyle and an emotion.
• •Use Evocative and Sensory Language: Appeal to touch, sight, and emotion. Words like "flow," "essence," "sanctuary," "warmth," "timeless," "handcrafted," and "luminous" align with their existing tone.
• •Maintain an Elegant and Refined Vocabulary: Avoid overly casual slang or overly technical jargon. The language should feel as luxurious and considered as the products themselves.
• •Connect to Core Values: Ensure copy consistently reflects ARJE’s principles of timelessness, quality, authenticity, and a holistic approach to living.
• •Speak from the Founders' Perspective (Implicitly or Explicitly): Even if not directly quoting Bessie and Oliver, the copy should feel like it’s imbued with their personal passion and vision for creating a connected, beautiful world.

Social Perception

Aspirational & High-End, Artistic & Curated, Authentic & Founder-Driven, Niche & "In-the-Know", Comfort-Oriented Luxury

Copy Examples

• •Chapter VII: Embrace the Unfolding. Our signature shearling, reimagined. Crafted for warmth, designed for a lifetime of stories. Discover the essence of enduring comfort. #ARJE #TimelessLuxury #ShearlingSeason
• •ARJE HOME: Curating Your Sanctuary. Objects and essentials, born from a belief in connected living and the beauty of the everyday. Welcome in. [Shop ARJE HOME]
• •A Meeting of Hands & Heart. We believe in the soul of craftsmanship. Introducing our new collaboration with [Artisan Name], bringing [Country/Region]'s rich ceramic heritage to your home. Each piece, a story whispered in clay. Explore the collection.
• •Beyond the Season. ARJE is an invitation to a more considered life. Wardrobe and home essentials crafted with integrity, designed to journey with you. Invest in pieces that tell your story, beautifully. [Learn Our Philosophy]
• •The Aura Silk Dress. Fluid lines and the gentle caress of pure silk. Designed not merely to be worn, but to be lived in. From quiet mornings to luminous evenings, it moves with you, an extension of your own grace. Made consciously, cherished endlessly. #ARJEWoman #SilkEssentials #ConsciousLuxury