Brand Tone

elegant, serene, sophisticated, empowering and respectful

Brand Values

• •Modesty
• •Quality
• •Elegance and Style
• •Inclusivity
• •Faith and Identity

Best Practices

• •Lead with "Elegant Simplicity": In all copy, from social media captions to product descriptions, prioritize words that evoke sophistication, grace, and refinement. Avoid slang, overly casual phrasing, or aggressive sales language.
• •Focus on "How it Feels": Describe the garments not just by their features, but by the feeling they inspire. Use words like "serene," "confident," "graceful," and "empowered." This connects the product to the customer's identity and aspirations.
• •Visuals and Text Must Match: Ensure that the clean, minimalist, and high-quality aesthetic of the photography is mirrored in the copy. The text should be as uncluttered and polished as the images.
• •Uphold the Core Value of Modesty: Frame modesty as a positive and beautiful choice. The tagline, "Modesty beautifies everything it covers," is a strong anchor. This message should be woven into the brand's storytelling in a subtle but consistent way.
• •Maintain a Respectful and Inclusive Voice: Address the audience with respect. Acknowledge the shared values of the community without being preachy. The use of multiple languages and clear shipping information for various countries reinforces an inclusive and welcoming tone.

Social Perception

The primary perception of AMMAH is that of a specialized, high-quality provider of modern, modest wear. Customers likely see the brand as a sophisticated option in a market that is often underserved by mainstream fashion. The brand is perceived as being for the modern Muslim woman who values both faith and contemporary style. The clean, professional website and curated social media feed contribute to a perception of trustworthiness and quality. The lack of a widespread, vocal online review presence may indicate a smaller, more tight-knit community of customers or that the brand is relatively new and still building its reputation.

Copy Examples

• •Elegance redefined. Introducing the Pearl Abaya Collection, where timeless modesty meets contemporary grace. Each piece is crafted to be a testament to the beauty in simplicity. Discover the collection. #AMMAH #ModestFashion #NewArrivals
• •Cultivate your style with grace. Select pieces from our signature collections are now available at special prices. Embrace the elegance of AMMAH.
• •Beauty in every detail. At AMMAH, we believe that modesty is the ultimate sophistication. Our premium fabrics and modern designs are made for the discerning woman. Shipped with care across Europe. Explore our world at ammah.nl.
• •As a valued member of the AMMAH community, we want to thank you for embracing our vision of modern modesty. As a token of our appreciation, please enjoy early access to our upcoming Spring Collection. Be the first to experience the serene elegance and refined craftsmanship that you love.
• •An expression of soft elegance. Our Ruffle Khimar is designed for a graceful drape and effortless style. Crafted from our signature premium jersey, it offers both comfort and a sophisticated silhouette. A timeless piece for any occasion, embodying the principle that modesty beautifies.