Brand Tone

Sincere, Empathetic, Empowering, Respectful, Inclusive (aspirational), Elegant, and Faithful.

Brand Values

• •Faith/Devotion
• •Modesty and Style
• •Inclusivity (long-term goal)
• •Quality and Meaning
• •Personal Integrity

Best Practices

• •Always Lead with Values: Ensure all copy, from product descriptions to social media updates, reflects the core values of faith, modesty, style, and empowerment.
• •Focus on Empowerment, Not Restriction: Frame modest fashion as a positive choice that empowers women to express their identity, rather than a set of limitations.
• •Highlight Quality and Meaning: Emphasize the use of quality materials and the symbolic meaning behind the designs.
• •Maintain a Sincere and Empathetic Voice: Connect with your audience by showing a deep understanding of their needs and challenges.
• •Showcase Inclusivity: Communicate the brand's long-term goal of catering to a broader range of faiths.

Social Perception

A reliable and stylish brand that empowers religious women to express their faith and personal style without compromise. The brand is seen as understanding, respectful, and committed to quality and inclusivity.

Copy Examples

• •"We're here to ensure you feel seen, understood, and beautifully adorned."
• •"Because you shouldn't have to choose between faith and style."
• •"Our 'More Precious Than Rubies' earrings are a tribute to this beautiful truth, a reminder of inherent worth and divine love."
• •"Samantha Covey expresses a vision to eventually create products that honor all religions and faiths, inviting those who feel underrepresented in fashion to connect."
• •"Initially focusing on her own beliefs... Samantha, the founder, is a wife, mother, and student at the Savannah College of Art and Design."