Robert Farago January 29, 2010 01:30PM EST

“Guiltless luxury:” is a strange strap-line. It’s like “Don’t think of a pink elephant.” In other words, who was feeling guilty about their towels—-before you asked? Fur coats. Unfair trade coffee. Sweat shop shoes. Sure. Towels? Who knew?

Who cared? Do people search “organic towels”?

It’s also TWO messages: responsibly green AND ultimate luxury. The “cake and eat it too” team is a unique selling point too far. Point. Not points.

The site itself—-layout, design, photos, ease of navigation—-is terrific! Limited items make it easy and enjoyable.

Read AL Ries on branding. Or remember the old Patek Phillipe ad: choose once, but choose wisely.