Warm light, real rooms, fabric up close.

If a picture could be from any shop, leave it out.

Details on linen and old chinaGold hoop earrings and a fine chain on natural linen
Fabric, close enough to feel the weaveDeep green silk in soft folds
Old china, new chainsA gold and silver chain across an antique plate painted with a small bird
A real room, with space around the clothesA rail of linen dresses against a warm plaster wall

One window.

Morning or late afternoon, no flash and no studio glow. Shadows are welcome.

Close, or with room.

Near enough to feel the weave, or far enough to see the room. Nothing in between.

Real and a little worn.

A loose thread, a crease, old china. Things someone actually touched.

A stack of folded linen in ivory, sage, faded blue and deep green on an oak shelf
The whole palette, folded on a shelf.

On people.

Her own photos already do this well: the shop floor, daylight, a real smile, head to knee in a 3:4 frame. Keep doing it, with one calm framing and a little more room.

A smiling woman in a cream knit set on the shop floorA smiling woman in a denim dress on the shop floor

Never.

Product cutouts on white.

Stock models who have never seen the shop.

Filters that turn cream into yellow or green into teal.

Text laid over a busy picture.

Download
GuidelinesThe full guidelines. PDF, 11 MB. Download
AssetsLogos in SVG and PNG, and the palette. ZIP, 3.1 MB.