Brand Tone

Elegant & Feminine, Accessible & Approachable, Inspirational & Helpful, Contemporary & Stylish

Brand Values

• •Affordability
• •Style & Elegance
• •Versatility
• •Quality
• •Femininity
• •Customer Connection

Best Practices

• •Embrace "Elegant Accessibility": Always pair sophisticated and stylish language (e.g., "exquisite," "chic," "timeless," "sparkle") with terms that convey value and wearability (e.g., "affordable," "everyday," "versatile," "perfect finish").
• •Focus on Feminine Appeal: Use descriptive words that resonate with a feminine audience, highlighting beauty, charm, and personal expression (e.g., "pretty," "dazzle," "graceful," "your signature").
• •Inspire and Guide: Frame copy not just around the product, but around the lifestyle and confidence it brings. Offer subtle styling suggestions or ask engaging questions to encourage interaction.
• •Maintain Visual-Verbal Harmony: Ensure the copy directly complements the visual elements used in marketing. If an image is playful, the copy can be slightly more whimsical; if it's sophisticated, the copy should match that elegance.
• •Be Consistently Singaporean (Subtly): While the brand has a universal appeal, subtly acknowledging its local roots (e.g., "Singapore's favourite for affordable chic") can strengthen its connection with the home market without alienating a broader audience. The name "Chomel" itself is a unique local identifier.

Social Perception

Chomel is widely recognized in Singapore as a leading local brand for fashionable and affordable accessories. It's perceived as a go-to option for "everyday elegance," offering trendy yet classic pieces suitable for personal use and as gifts. The brand enjoys a positive reputation for its product design and price point. However, the perception is somewhat marred by reports of inconsistent customer service quality in its physical retail outlets, which can lead to frustration for some shoppers.

Copy Examples

• •Headline: Sparkle Every Day: Your Signature Style, Affordably Chic. Body: Discover Chomel’s latest collection of exquisite accessories, designed to bring a touch of elegance to your everyday moments. Because looking fabulous shouldn’t cost a fortune. #ChomelEverydayElegance
• •Headline: The Perfect Finish: Versatile Pieces for Every You. Body: From boardroom power to weekend brunch, find the Chomel accessory that speaks to your style. Mix, match, and make it uniquely yours. Explore our versatile range now! #ChomelStyleStory
• •Headline: Gift a Little Glamour: Beautifully Crafted, Lovingly Chosen. Body: Searching for that perfect present? Chomel offers timeless treasures and trendy touches that make every occasion special. Give the gift of sparkle. #ChomelGifts
• •Headline: Fresh Trends, Enduring Elegance. Body: Stay stylish with Chomel. Our new arrivals blend contemporary designs with classic charm, ensuring you always look your best. Find your new favourite accessory today! #ChomelModernChic
• •Headline: Elevate Your Look with Chomel. Body: It’s the little details that make a big difference. Add a touch of Chomel sophistication to any outfit. What’s your go-to Chomel piece? Share with #MyChomel!