Brand Tone

Nostalgic & Traditional, Elegant & Refined, Warm & Sentimental, Appreciative & Community-Oriented

Brand Values

• •Heirloom Quality & Longevity
• •Timeless Design
• •Craftsmanship & Attention to Detail
• •Tradition
• •Creating Memories
• •Elegance in Childhood

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., elegant, nostalgic, warm), approved vocabulary, and phrases to avoid. This ensures everyone writing for the brand is aligned.
• •Emphasize Storytelling: Connect products to the values of family, tradition, and creating memories. Share stories (real or illustrative) of garments being passed down or worn for significant life events.
• •Use Evocative Language: Employ words that suggest timelessness, craftsmanship, and tender emotions (e.g., "cherished," "heirloom," "exquisite," "legacy," "tender moments").
• •Maintain Visual Consistency: Ensure that the language used in copy complements the classic, high-quality imagery synonymous with the brand. The photography often features soft lighting and beautifully dressed children, and the copy should match this aesthetic.
• •Engage Authentically: When interacting with customers on social media or in reviews, respond with warmth, appreciation, and language that reflects the brand's established elegant and caring tone.

Social Perception

Highly Regarded for Quality, Trusted for Special Occasions, Aspirational & Worth the Investment, Associated with Tradition and Family, Distinct from Fast Fashion

Copy Examples

• •Crafted with love, destined to be cherished. Our hand-embroidered layette is more than clothing; it's the beginning of a beautiful family tradition. Explore the Feltman Brothers heirloom collection today.
• •For moments that shimmer with timeless elegance. Dress your little one in the classic charm of Feltman Brothers for their next special occasion. Because some memories deserve to be held onto forever.
• •Since 1916, we've believed in the beauty of handcrafted details. From delicate smocking to intricate pintucks, every Feltman Brothers piece tells a story of enduring quality.
• •Picture perfect, generation after generation. Discover the joy of Feltman Brothers – where classic style meets the art of creating lasting family memories.
• •Wrap your tiny protector in the gentle embrace of heirloom quality. Our vintage-inspired designs are made to celebrate the preciousness of now, and the legacy of tomorrow.