Brand Tone

Aspirational, elegant, and instructional, aiming to inspire customers with sophisticated and stylish modest fashion choices. Language is descriptive and evocative (e.g., "luxury," "stunning," "elegant," "timeless"), with a helpful and guiding element to educate customers, and a consistent greeting of "Assalamu'alaikum and Welcome!"

Brand Values

• •Quality
• •Modesty and Faith
• •Customer-Centricity
• •Contemporary Style

Best Practices

• •Lead with Elegance: Always use refined and aspirational language. Words like "discover," "elevate," "grace," and "sophistication" should be staples in your vocabulary. Avoid overly casual slang to maintain the luxury feel.
• •Emphasize the 'Why': Connect your products to the values of modesty, faith, and empowerment. Explain how your designs help your customer express her identity and feel confident. The brand story should be woven into the copy.
• •Be Descriptive and Sensory: Instead of just saying a product is "high-quality," describe the feel of the fabric ("soft-luxe material"), the look of the details ("shimmering embellishments"), and the way the garment moves ("flows with you"). This helps to justify the luxury positioning.
• •Maintain a Consistent, Respectful Greeting: Continue using "Assalamu'alaikum" in relevant communications, such as email newsletters and your 'About Us' page, to maintain that direct and respectful connection with your core community.
• •Address Customer Service Issues Proactively and Transparently: Given the negative feedback, it's crucial to use a tone that is reassuring and solution-oriented when addressing customer concerns. Publicly acknowledging feedback (where appropriate) and clearly outlining return and refund processes can help rebuild trust. The tone should shift from purely aspirational to also being reliable and accountable.

Social Perception

Somewhat polarized. Perceived as a legitimate and reliable source for high-quality, luxury modest fashion, appreciated for its stylish and trendy designs catering to the modern Muslim woman. However, significant negative reviews exist regarding customer service, particularly concerning refunds and communication issues, leading to a disconnect between stated values and customer experience.

Copy Examples

• •Elegance redefined. Introducing the 'Aaliyah Nur' Collection, where timeless modesty meets contemporary design. Each piece is crafted from luxurious, soft-luxe material, designed to flow with you. Discover your new statement of grace. #AaliyaCollections #ModestFashion #LuxuryAbaya
• •Feel the difference of true quality. Our Edith Embellished Abayas are meticulously crafted from premium 'nidha' material, featuring delicate details that shimmer with every movement. It’s not just an outfit; it’s an experience. Shop the collection now.
• •Make your moments magical this Eid. Our Occasionwear collection is designed to ensure you look and feel your best, without compromising on your values. From intricate embellishments to flowing silhouettes, find the perfect ensemble for your celebration.
• •Your style, your story. We believe modest fashion is a powerful form of self-expression. Our versatile pieces are designed to be the canvas for your unique identity. How do you style your Aaliya Collections abaya? Share with us! #MyAaliyaStyle
• •Timeless style, for a limited time. Enjoy 10% off everything in our Summer Sale with code SALE10. Elevate your wardrobe with our curated collection of abayas, hijabs, and more. Don't miss out on these unbeatable prices.