Brand Tone

Authentic & Story-driven, Ethical & Conscious, Sophisticated & Curated, Warm & Approachable, Empowering, Wanderlust-inspired & Global

Brand Values

• •Ethical Sourcing & Fair Trade
• •Social Impact & Philanthropy
• •Artisan Craftsmanship & Authenticity
• •Global Connection & Cultural Appreciation
• •Quality & Thoughtful Design
• •Women Empowerment
• •Community
• •Sustainability

Best Practices

• •Lead with Story: Always look for opportunities to weave in the narrative behind the products, the artisans, or the cultural inspiration. This reinforces authenticity and global connection.
• •Emphasize "Impact" and "Ethical": Consistently remind the audience of the brand's commitment to ethical sourcing, fair trade, and the positive impact of their purchases, particularly the support for women entrepreneurs through Giving Joy.
• •Use Warm, Inclusive, and Slightly Evocative Language: Words like "discover," "explore," "journey," "connect," "thoughtful," and "celebrate" can create an inviting and aspirational feel, aligning with the wanderlust and curated nature of the brand.
• •Maintain a Sophisticated yet Unpretentious Voice: The language should reflect the quality and design-forward nature of the products but remain accessible and human, avoiding overly academic or exclusive jargon.
• •Be Authentic and Transparent: Share genuine stories and be clear about the brand's mission and values. This builds trust and resonates with conscious consumers who value transparency.

Social Perception

A source of unique, high-quality, handcrafted goods with a global aesthetic. An ethical and mission-driven brand. Aspirational yet accessible. Trustworthy and authentic. Female-empowering. A brand for conscious consumers who care about the impact of their purchases and the stories behind what they buy.

Copy Examples

• •Meet the hands that shape beauty. ✨ Our latest collection of hand-thrown pottery comes directly from a women's cooperative in Oaxaca, where ancient Zapotec traditions meet modern design. Each piece tells a story of resilience, community, and artistry. By choosing one, you're not just decorating your home – you're empowering a generation of craftswomen. Explore the collection and their story on our blog today. #AbroadModern #ArtisanMade #EthicalHome #GlobalCrafts #SupportArtisans
• •Decorate thoughtfully. Live beautifully. At Abroad Modern, every item has a journey, every purchase a purpose. We partner with artisans globally to bring you unique, handcrafted home decor that’s as ethical as it is exquisite. Discover pieces that tell a story and make an impact. Shop our curated collection and support women entrepreneurs worldwide. [Link] #ShopEthical #ConsciousLiving #HomeDecor #WanderlustInspired #AbroadModern
• •Woven with heritage, designed for your modern life. These stunning [Product Name, e.g., table runners] are handcrafted by master weavers in [Country/Region], using techniques passed down through generations. The vibrant [Color/Pattern] reflects the rich cultural tapestry of the region, bringing a touch of global soul to your table. Made with [Material, e.g., 100% organic cotton] and a deep commitment to fair labor. Your purchase directly supports the [Artisan Group Name] cooperative. #Handwoven #EthicalTextiles #FairTradeHome #AbroadModern
• •More Than Just a Shop: Your Impact in Action. This month, thanks to your support, Abroad Modern and our partner @GivingJoyGrants were able to fund a new micro-grant for Maria, a talented jewelry maker in Peru, helping her purchase new tools to expand her workshop. It's stories like these that fuel our passion. See the difference you make and explore our latest arrivals that continue this cycle of good. [Link to Impact Page/New Arrivals] #GlobalImpact #WomenSupportingWomen #AbroadModernCares
• •Abroad Modern: Curated global goods for the thoughtful home. Discover unique, artisan-made treasures that connect you to the world and empower their makers. Shop with purpose. Live with story. #EthicallySourced #HandcraftedModern #ImpactDriven