Brand Tone

Authentic, Respectful, Quality-conscious, Informative, Proudly Canadian & Indigenous, Slightly Formal but Accessible

Brand Values

• •Authenticity
• •Support for Indigenous Artisans & Communities
• •Quality & Craftsmanship
• •Cultural Appreciation & Respect
• •Canadian Heritage

Best Practices

• •Prioritize Authenticity and Respect: Always ensure language respectfully and accurately represents Indigenous cultures and the craftsmanship involved. Avoid hyperbole that could undermine the genuineness of the products.
• •Emphasize Craftsmanship and Quality: Use descriptive language that highlights the skill, traditional techniques (where appropriate and known), and high-quality materials used in the products.
• •Maintain an Informative and Educative Approach: Briefly explain the significance of certain designs, materials, or origins if possible and appropriate. This adds value beyond the product itself and reinforces respect for the culture.
• •Be Transparent (where appropriate): If possible, sharing information about the artists or the communities the products come from (with their consent) can build trust and deepen the connection with customers who value supporting Indigenous creators directly.
• •Develop a Style Guide: Create a simple internal guide that outlines key terminology (e.g., "Indigenous" vs. other terms, specific nations if applicable and known), preferred phrases that reflect the brand values (e.g., "handcrafted," "authentic," "traditional"), and a "voice" to avoid (e.g., overly casual, slang, culturally insensitive terms). This ensures consistency across all written communications.

Social Perception

Customers likely perceive it as a niche retailer specializing in Indigenous goods. They are likely looking for authentic products, quality craftsmanship, and a connection to Indigenous culture.

Copy Examples

• •Step into Tradition. Experience the unparalleled comfort and artistry of authentic Indigenous moccasins, handcrafted with generations of skill. Explore Canadian Elegance.
• •Adorn yourself with a story. This unique [type of] necklace, intricately beaded by [Artist Name/Indigenous Group if appropriate and permitted], captures the spirit of [mention inspiration if known]. A timeless piece of wearable art from Canadian Elegance.
• •At Canadian Elegance, we are passionate about connecting you with the rich heritage of Indigenous craftsmanship. We proudly partner with talented artisans across Canada, ensuring every piece you purchase is authentic and supports Indigenous communities.
• •Discover New Arrivals: Authentic Indigenous Art & Mukluks at Canadian Elegance
• •Looking for genuine Canadian-made mukluks? Canadian Elegance offers a curated selection of authentic, high-quality Indigenous footwear. Stay warm in style and support traditional artisans. Shop now!