Brand Tone

Elegant, Sophisticated, Confident, and Empowering. There is also an undercurrent of Inspirational and Sincere messaging.

Brand Values

• •Femininity & Empowerment: Celebrating and accentuating the beauty and strength of women, aiming to make them feel confident and purposeful.
• •Quality & Craftsmanship: A strong emphasis on high-quality materials, thoughtful design, attention to detail, and being made in Los Angeles.
• •Elegance & Sophistication: Creating timeless yet trend-conscious pieces that embody a polished and glamorous aesthetic.
• •Confidence: Designing clothes that empower women to feel self-assured and comfortable.
• •Inspiration & Celebration: Rooted in a personal passion for fashion and a desire to make women feel celebrated and beautiful. The brand story also speaks to faith and determination.
• •Emerging Commitment to Sustainability: While not a primary proclaimed value like some other brands, there's an acknowledgement of its importance and an intention to grow in this area, starting with valuing people and aiming for environmentally respectful practices.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key brand adjectives (e.g., elegant, confident, empowering, sophisticated, inspiring), preferred vocabulary, "words to avoid," and examples of on-brand and off-brand sentences. This ensures anyone writing copy understands the nuances.
• •Focus on "Her": Always write with the Zetaye woman in mind. How does this garment make *her* feel? How does it enhance *her* confidence and elegance? Use language that speaks directly to her aspirations and values.
• •Emphasize Quality and Craftsmanship Subtly: Instead of just saying "high quality," describe the luxurious feel of the fabric, the thoughtful construction, or the attention to detail in the design. Let the craftsmanship speak through descriptive language.
• •Maintain Visual-Copy Cohesion: Ensure that the tone of the copy perfectly complements the visuals used. If the image is glamorous and sophisticated, the copy must echo this. Avoid overly casual or colloquial language that would clash with the high-end imagery.
• •Review and Refine Consistently: Regularly review all copy across platforms (website, social media, emails, ads) to ensure it aligns with the established brand tone and values. Read it aloud to catch awkward phrasing or tonal inconsistencies. Use the brand's foundational statements ("Glamorous. Elegant. Feminine.") as a constant touchstone.

Social Perception

The brand is perceived as a luxury label offering beautiful, high-quality, and stylish clothing. Zetaye is recognized as an emerging luxury brand with a clear vision of sophisticated femininity. It aims to make women feel glamorous and confident through well-crafted garments.

Copy Examples

• •Instagram Post (Showcasing a new dress): "Elegance woven into every thread. Discover the [Dress Name], a symphony of luxurious silk and meticulous design, crafted to make you feel effortlessly captivating. Embrace your moment. #ZetayeTheLabel #LuxuryFashion #NewCollection #MadeInLA #FeminineElegance"
• •Website Banner (Homepage): "ZETAYE: Where Confidence is Crafted. Explore statement pieces designed in Los Angeles, empowering you to own every room with grace and glamour."
• •Email Subject Line (for a new collection launch): "Introducing the Collection: Define Your Radiance."
• •Product Description Snippet (for a lace top): "Delicate yet daring, the [Top Name] lace top is a testament to sophisticated femininity. Thoughtfully designed with intricate detailing, it’s more than just a garment – it’s an expression of your inherent grace. Pair with our silk trousers for an unforgettable ensemble."
• •TikTok Video Caption (Model striding confidently in an outfit): "Step into your power. ✨ The [Outfit Name] set is all about bold sophistication and that ZETAYE feeling. #Zetaye #NYFWStyle #ConfidentWomen #LuxuryWear #LosAngelesDesigner #FashionTikTok"