Brand Tone

Elegant, Aspirational, and Serene

Brand Values

• •Elegance and Quality
• •Modern Modesty
• •Empowerment and Confidence
• •Community and Sisterhood
• •Authenticity and Faith-Centricity

Best Practices

• •Use an Elevated Vocabulary: Consistently choose words that reflect sophistication and serenity. Opt for terms like "crafted," "serene," "poise," "timeless," "refined," and "graceful" over more common, casual words like "nice," "cute," or "awesome."
• •Focus on the Feeling, Not Just the Feature: Frame product descriptions around the emotional benefit. Instead of saying "This abaya is made of lightweight fabric," say, "Crafted from a lightweight fabric that drapes effortlessly, allowing for graceful movement and serene comfort."
• •Maintain Visual and Verbal Harmony: Ensure that the clean, elegant, and minimalist aesthetic of your photography is perfectly matched by the copy. The serene visuals should be accompanied by equally poised and thoughtful text.
• •Engage with Grace: In all communications, from social media comments to customer service emails, maintain the brand's elegant and respectful tone. Address customers warmly and professionally, ensuring every interaction reinforces the brand's values.
• •Tell a Story of Shared Values: Use storytelling in campaigns and posts that connect back to the core values of modern modesty, empowerment, and community. A post about Ramadan operations, for example, did a great job of this by connecting the brand's work to the spiritual significance of the month.

Social Perception

The social perception of AlmaByRahma is overwhelmingly positive, characterized by praise for high-quality material, beautiful and unique designs, positive customer experience (fast delivery, good customer service), and being an aspirational yet accessible choice for high-quality modest wear.

Copy Examples

• •The Poetry of Poise: Introducing The Silhouette Collection. Discover designs where fabric flows like language and elegance is spoken in every stitch. The Silhouette Collection is crafted for the woman who moves through the world with intention and grace. More than an abaya, it's an affirmation.
• •Quiet luxury for the modern soul. Our new Satin Crepe Abaya is designed not for the gaze of others, but for your own feeling of serene confidence. Swipe to see the details that make it timeless. #AlmaByRahma #ModernModesty #TimelessElegance
• •Dress in the grace you feel within. AlmaByRahma — Where timeless design honors modern faith.
• •Subject: A Token of Our Gratitude, For Our Dearest Sister. Body: As a cherished member of the AlmaByRahma family, you understand our commitment to elegance and quality. To thank you for your continued support, we invite you to an exclusive first look at our upcoming Eid Collection. Your grace inspires us.
• •Text Overlay: One abaya. Endless grace. From morning coffee to evening prayers, your style is a reflection of you. Caption: How would you style our Classic Open Abaya? #AbayaStyle #ModestFashion #HijabiLife #OOTD