Monarc’s voice is refined, intelligent, and intentional. It speaks in a quiet register—never loud, never hurried, never promotional. Every word is chosen with care and restraint. This is luxury that assumes understanding, not attention-seeking. We don’t explain—we suggest. We don’t pitch—we present.

• Tone: Discerning, graceful, precise

• Cadence: Slow, elegant, with room to breathe

• Perspective: First-person plural (“we”) or third-person (“Monarc”), rarely “you”

• Emotional Palette: Confidence without arrogance, elegance without excess, rarity without pretension

What We Say Instead

• “Shop” → “Commission” / “Select”

• “Buy” or “Purchase” → “Complete your commission”

• “Product” → “Garment” / “Piece” / “Form”

• “Customer” → “Patron” / “Client”

• “Size” → “Proportion” / “Form” / “Fit”

• “Collection” → “Offering” / “Series”

• “Order” → “Initiation” / “Commission record”

• “Limited edition” → “Numbered” / “Scarce” / “Finite”

• “Made-to-order” → “Made-for-one”

• “Custom” → “Tailored” / “Composed” / “Refined to measure”

We Avoid

• Retail slang: “Drop,” “Launch,” “Stock,” “On sale,” “Hurry,” “Hot,” etc.

• Overused luxury terms: “Handcrafted,” “Artisan” (unless part of a title), “Heritage” (unless earned)

• Over-explaining or hyping. We trust the reader’s discernment.

Transactional / Order-Linked Emails

Subject Lines:

• “Your Monarc commission has been received.”

• “We’re ready to begin shaping your piece.”

• “Final details for your tailored garment.”

Body Style:

• Calm, high-touch, never rushed.

• Avoid exclamation marks. Use periods. Short paragraphs.

• Focus on milestones, not urgency.

Example Email Intro:

Your commission has been initiated.

In the coming days, a Monarc Artisan will reach out to discuss your fit, proportions, and finishing preferences. This begins your bespoke journey—shaped for your life, your silhouette, your sense of stillness.

• Rarely used. Always opt-in. Only for milestone moments.

• Short, elegant, informative—not conversational.

Examples:

Monarc: Your tailored piece is now in composition. Expect a note from your artisan shortly.

Monarc: Your finished garment is en route. It will arrive in two days. Your tracking link is below.

No emojis. No abbreviations. Always capitalized and spelled out. Avoid anything that looks automated or eager.

On the Box or Garment Wrap:

• “Individually composed for [Client Name]”

• “Form No. [xx of 100]”

• “Harvested [Year], Composed [Month]”

• “Shaped in the House of Monarc, by hand and by code”

• “Rare. Numbered. Singular.”

Tissue / Tagline phrases:

• “Silence, in form.”

• “What you feel is not fabric. It’s legacy.”

• “For the one who does not follow seasons.”

• “The luxury of restraint.”

• “Nature’s rarest, refined to measure.”

Front of Card:

Monarc Form No. 016 / 100

Composed from Monarc Vicuña – harvested from a closed genetic line, bred in the high desert of the American West.

Tailored to the precise proportions of its commissioner.

No seams. No waste. No duplicate.

Back of Card:

This piece is part of a limited composition—never repeated, never reproduced.

Fiber Spec: MSCT 138A

Thank you for holding what few will ever touch.

• Keep copy concise, poetic, and architectural.

• Use space. Let lines breathe.

• Rare use of links or CTAs. When used, never say “Click here” or “Buy now.”

• Instead:

• “Commission a piece”

• “View offering”

• “Initiate process”

Error / 404 Pages

• “Nothing is lost. Only rare.”

• “The page you’re looking for doesn’t exist—but something finer does.”

• “Even scarcity has its shadows.”

• Ultra-minimal. Often one line.

• No hashtags unless required.

• No emojis or "like" asks. We are not chasing. We are inviting.

Examples:

“Singular, shaped.”

“What others call fabric, we call form.”

“Shaped for stillness.”

“Rare. Refined. Worn by none, until now.”