Brand Tone

Whimsical & Magical, Elegant & Sophisticated, Aspirational & Celebratory, Affectionate & Playful, Exclusive & High-Quality

Brand Values

• •Quality Craftsmanship: Emphasis on high-quality materials, detailed design, and handcrafted feel.
• •Timeless Style & Elegance: Creating classic, sophisticated pieces that are not just trendy but enduring.
• •Creating Special Moments/Memories: The clothing is positioned as a way to make everyday moments and special occasions more magical and memorable.
• •Celebrating Childhood & Imagination: Designs that allow children to feel like princesses or ballerinas, encouraging play and self-expression.
• •Exclusivity & Uniqueness: Offering distinct designs that stand out.
• •Comfort & Wearability: While luxurious, the brand also emphasizes that the clothes are comfortable and can be worn every day.

Best Practices

• •Embrace Whimsical Language: Use evocative and imaginative words. Think enchanting, magical, dream, sparkle, wonder, fairytale. Infuse copy with a sense of storytelling and fantasy.
• •Highlight Elegance and Quality: Consistently mention the luxurious materials, handcrafted details, and timeless design. Use terms like couture, sophisticated, exquisite, finest quality, and timeless elegance to reinforce the premium nature of the brand.
• •Focus on the Emotional Connection: Speak to the memories created and the joy experienced by children wearing DOLLY. Use affectionate and celebratory language that resonates with parents' desires to make their children feel special (e.g., little star, darling, celebrate her uniqueness).
• •Maintain an Aspirational yet Accessible Feel: While the brand is luxurious, emphasize that the pieces are also made for play and everyday wear where appropriate. Balance the princess and special occasion feel with comfort and versatility for broader appeal.
• •Visual Consistency is Key: Ensure that the tone of the copy is mirrored in the visual elements used in marketing materials and social media. High-quality, dreamy, and joyful imagery will reinforce the whimsical and elegant brand voice. Captions should always align with this visual storytelling.

Social Perception

Generally perceived as a high-quality, luxury brand for special occasion and whimsical children's wear. Customers often express delight in the designs and how they make their children feel. Retailers and collaborators speak highly of the brand's aesthetic and appeal. Seen as a way to provide children with a fairytale or princess experience.

Copy Examples

• •✨ Twirl into Wonder: Discover the DOLLY Dream ✨ Body: More than just a dress, it's a memory in the making. Our handcrafted tutus and gowns are designed to sprinkle a little magic on every day, making your little one feel like the star of her own fairytale. Because every child deserves to sparkle. #DollyBaby #FairytaleFashion #LuxuryKidsWear
• •Elegance She Can Play In. Memories You'll Cherish Forever. Body: At Dolly Baby New York, we believe in timeless style that doesn’t forget the joy of childhood. Soft, comfortable, and exquisitely detailed – our pieces are made for dancing, dreaming, and delighting. Let her story unfold in DOLLY. #TimelessElegance #ChildhoodMagic #DOLLYbyLePetitTom
• •Unwrap the Magic: A DOLLY for Your Darling. Body: Searching for that perfect something to make her eyes light up? A DOLLY dress is more than a gift; it's an experience. Crafted with love and the finest materials, for moments that shimmer and shine. #SpecialOccasion #LittlePrincess #DollyDreams
• •From Playdates to Parties: Everyday Enchantment with DOLLY. Body: Who says fairytales are only for storybooks? Our versatile designs bring a touch of couture comfort to her everyday adventures and special celebrations. Because every moment is an occasion with DOLLY. #WearableMagic #KidsCouture #DollyEveryday
• •The DOLLY Promise: Quality, Whimsy, and Unforgettable Style. Body: Since 2005, DOLLY by Le Petit Tom ® has been crafting iconic pieces that capture the essence of childhood fantasy. Invest in more than just clothing; invest in moments of pure joy and timeless beauty. Explore the collection at Dolly Baby New York. #IconicKidsFashion #HandcraftedLuxury #DollyBabyOfficial