Vivian & Pearl Newport Facebook ad: “Six winters in a coat chosen for how little it says.”

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Meta Ad Library ID

3134271310106738

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Facebook, Instagram, Audience Network, Messenger, WhatsApp and Threads

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Ad text

I have owned a black winter coat for six years. Before that I owned a different black winter coat. I could not tell you when I decided that was what I wore, because I never did decide it — I just kept picking the one that could not possibly be wrong, and then wearing it every single day from November to March. That is the part I would want another woman to hear. It is not that I love black. It is that a coat has to go to the grocery store and to a funeral and to my grandson's school, and when you are only buying one, you choose the one that will not be a problem anywhere. Six winters of not being a problem. Denise walks with our group three mornings a week, which is the one place everybody sees each other in a coat. One Tuesday in October she turned up in something with an enormous painted cat on the back of it. I laughed out loud at the bus stop, and then I spent the whole two miles looking at it, and by the time we got back to the cars I had asked her twice where it came from. It is a family shop up in Newport called Vivian & Pearl. Vivian opened it twenty years ago on the idea that a woman should not have to pick between comfortable and beautiful. Her daughter Pearl works beside her now, and Vivian still goes through everything herself before it goes on the rail. Mine is lined the whole way in soft fleece — not just the body, but right down inside both sleeves, which I did not know I had been missing until I had it. It is as warm as the black one and I stopped feeling it on my shoulders by the afternoon. The hood is lined too, and roomy enough that it goes over my hair instead of flattening it. And the pockets are deep enough that I walked to the pharmacy without a bag. Here is what I noticed, which was nothing. I wore it all day and never once shifted it or pushed the sleeves up or wanted it off. What I did notice was the woman at the counter asking about it, and my own reflection in the pharmacy door, and thinking, well, there you are. Six winters is a long time to be careful. Vivian and Pearl are marking their twentieth year by clearing the rail, and the discount grows the more you take. It happens on its own at checkout. There are twelve of them and they run S through 4XL. Vivian has written down the six things she looked for before these came into the shop. Read that before you pick yours. — Tracy

Where the ad sends people

vivianandpearl.com

Six winters in a coat chosen for how little it says.

Vivian's six rules for the rail