Brand Tone

Luxurious & Sophisticated, Artisanal & Crafted, Confident & Empowering, Timeless & Enduring, Personal & Passionate

Brand Values

• •Quality & Craftsmanship
• •Individuality & Self-Expression
• •Timeless Design
• •Made in the USA
• •Customer Delight

Best Practices

• •Emphasize "Artisan Luxury": Consistently use terms like "artisan," "handmade," "meticulously crafted," "luxury fabrics," and "heirloom quality" to reinforce the high-end, handcrafted nature of the coats.
• •Focus on the "Feeling": Connect the coats to emotions and outcomes—feeling beautiful, confident, empowered, and unique. Use evocative language that describes the sensation of wearing a De Novo coat.
• •Tell the Story of Craftsmanship: Briefly allude to the designer's passion, the careful fabric selection, the time taken to perfect designs, and the "Made in the USA" aspect to build value and trust.
• •Maintain Sophistication: Use elegant and refined language. Avoid overly casual slang or hype. The tone should mirror the quality and price point of the garments.
• •Highlight Timelessness over Trends: While showcasing new collections, frame them within the context of enduring style rather than fleeting fashion fads. This appeals to a customer looking for investment pieces.

Social Perception

High-End & Designer Quality, Statement Pieces, Artisan & Unique, Investment Worthy, Trustworthy & Creative

Copy Examples

• •De Novo Coats: Where Artisan Craftsmanship Drapes You in Confidence. Discover Timeless Luxury, Handmade in the USA.
• •Elegance isn't just a look, it's a feeling. Our [Coat Name], meticulously crafted from the finest [Fabric Type], is designed to make you radiate confidence. Every stitch tells a story of timeless style. #DeNovoCoats #LuxuryOuterwear #HandmadeWithLove #StatementPiece #MadeInUSA
• •Experience the De Novo difference. Each coat is an heirloom in the making, born from Elizabeth Holliday's passion for beautiful, functional design and brought to life with meticulously sourced global fabrics and precise American craftsmanship. This isn't just a coat; it's an expression of your unique style.
• •Unveiling De Novo: Artisan Coats to Define Your Season.
• •More than just coats, we create wearable art. De Novo is Elizabeth Holliday's vision of timeless elegance and individual expression, brought to life through luxurious fabrics and meticulous American handcraftsmanship. Feel the difference. Wear your story.