Brand Tone

Trendy & Youthful, Approachable & Friendly, Stylish & Contemporary, Value-Conscious (with a boutique feel)

Brand Values

• •Fashion & Style
• •Customer Experience/Engagement
• •Making Customers Feel Good
• •Accessibility (Local & Online)
• •Variety & Options

Best Practices

• •Know Your "Ann-Jewel": Deeply understand your target audience – her aspirations, her lifestyle, what makes her laugh, what inspires her. Write as if you're talking to your most stylish and fun best friend.
• •Create a "Style Lexicon": Develop a list of on-brand words and phrases (e.g., "obsessed," "vibes," "fave," "style inspo," "babe") and words to avoid (e.g., overly formal or technical jargon). This ensures consistency across all writers.
• •Keep it Conversational & Upbeat: Use a friendly, approachable, and positive tone. Incorporate emojis where appropriate (especially on social media) but maintain a chic feel. Read copy aloud to ensure it sounds natural.
• •Show, Don't Just Tell (with Personality): Instead of saying "high-quality dress," describe the feel of the fabric, the way it moves, or the confidence it inspires. Use vivid, benefit-driven language.
• •Be Consistent Across Channels, Adapt the Format: While the core tone should remain, tailor the length and style to the platform. Instagram captions can be more visual and hashtag-heavy, TikToks more trend-driven and short-form, while website copy might be slightly more descriptive. The personality should still shine through.

Social Perception

Local Gem, Trendy Source, Moderately Priced Boutique, Engaging Online, Positive Customer Interactions (inferred)

Copy Examples

• •Instagram Post (New Arrivals): "Hello, weekend vibe! 👋 Our latest drop is here & it’s everything you need for sun-drenched days and cool nights. Swipe to see your new faves, then tap to #shopanjouils! ✨ #HoustonBoutique #NewCollection #OOTDInspo"
• •Email Subject Line (Sale): "🚨 You + These Sale Styles = Meant To Be 🛍️ Up to 40% Off!"
• •Product Description Snippet (for a dress): "Turn heads in the 'City Lights Mini Dress'! This isn't just a dress; it's your next 'where did you GET that?!' moment. Effortlessly chic with a playful twist, it’s perfect for making memories. Pair with your favorite heels and get ready to own the night."
• •Website Banner Tagline: "Anjouil's: Your Closet's New Best Friend. Shop Trends & Timeless Style."
• •TikTok Video Caption (Outfit of the Day): "Obsessed is an understatement! 😍 Rocking this full Anjouil's look today. What are we thinking, 10/10? 😉 Link in bio to snag these pieces! #shopanjouils #BoutiqueFinds #HoustonStyle #GetReadyWithMe"