Brand Tone

Compassionate, Hopeful, and Empowering

Brand Values

• •Jesus/Faith-Driven
• •Justice and Freedom
• •Community and Unity
• •Restoration and Love
• •Service and Excellence

Best Practices

• •Lead with the Mission: Always connect the product (dresses) back to the purpose (fighting trafficking). Every piece of copy should reinforce the 'why' behind the brand. The purchase is more than a transaction; it's a contribution.
• •Use Storytelling to Build Connection: Share stories of hope and transformation—from the organization's founding to testimonials from brides and volunteers. This builds an emotional connection that commercial brands cannot easily replicate.
• •Emphasize 'You' and 'Together': Frame the customer and volunteer as the heroes. Use words like 'Your purchase,' 'With your help,' and 'Together, we can...' to make them an active part of the solution.
• •Balance Urgency with Hope: While the subject of human trafficking is serious, the brand's tone is hopeful. The copy should balance the urgency of the need with the positive message that change is possible through community action.
• •Maintain a Voice of Grace and Gratitude: Every communication should be infused with gratitude—for the bride, the donor, the volunteer. This aligns with the brand name and its faith-based values of grace and love, ensuring a consistent and authentic voice.

Social Perception

Adorned in Grace is perceived as a 'Feel-Good' Purchase, Trusted and Respected, and a Valuable Community Resource. Customers appreciate the dual benefit of finding an affordable, beautiful dress while contributing to a vital social cause.

Copy Examples

• •Your Dream Dress Fights for Theirs. Shop our collection of stunning bridal gowns and join the fight against human trafficking with every purchase.
• •This isn't just a dress. It's a statement of hope. When you say 'yes' at Adorned in Grace, you re helping a survivor find her own new beginning. Thank you for making your special day a part of their story of freedom and restoration.
• •The dress that created beautiful memories for you can bring hope to someone else. By donating your gently used wedding or formal gown to Adorned in Grace, you provide the resources we need to support survivors and prevent exploitation in our community. Donate today and become part of the story.
• •Have a Heart for Brides and a Passion for Justice? Volunteer with Us. Join our team and help create joyful moments that fund a movement of hope.
• •This beautiful lace A-line gown features delicate beading and a chapel-length train. Like all our dresses, 100% of the proceeds from its sale go directly toward funding our youth mentoring and survivor support programs. Wear a dress that feels good and does good.