Brand Tone

Elegant, Empowering, and Modern. Sophisticated and aspirational, conveying luxury, quality, and grace, while positioning pieces as timeless investments rather than fast fashion.

Brand Values

• •Elegance and Quality
• •Empowerment
• •Modern Modesty
• •Community
• •Family-Oriented

Best Practices

• •Create a Tone of Voice Guide: Document key brand words (e.g., elegant, timeless, empowering, sophisticated, quality) and words to avoid (e.g., cheap, basic, trendy). This ensures anyone writing for the brand uses a consistent voice.
• •Prioritize "Elegant" Over "Trendy": While acknowledging current styles, frame products as timeless investments rather than fleeting trends. Use phrases like "a modern classic" or "a contemporary take on tradition."
• •Speak Aspirationally but Inclusively: Use language that empowers and inspires. The copy should make the customer feel that by wearing ARMAJ, she is embodying her best, most confident self. Address the customer directly and respectfully (e.g., "Designed for the woman who...").
• •Let Quality Lead the Description: In product descriptions, always highlight the fabric, cut, and craftsmanship. Details like "premium breathable fabric," "intricate embroidery," or "a silhouette that drapes beautifully" reinforce the brand's commitment to quality.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the high-quality, elegant aesthetic of the photography and videography. A beautiful image paired with sloppy or overly casual text will break the brand's perceived value. Across all platforms, from the website to TikTok, this harmony is key.

Social Perception

Perceived positively by direct customers for quality and style. Aligns well with the online modest fashion community's desire for fashionable, high-quality options. Appears as a reliable, high-end boutique due to a polished professional online presence, with high customer satisfaction. Fits well into the growing Australian modest fashion scene, gaining mainstream recognition.

Copy Examples

• •Introducing the Aria Abaya. Designed for the woman who walks with grace and leads with confidence. Its fluid silhouette and subtle detailing offer a whisper of timeless elegance. Discover the essence of modern modesty. Now available online. #Armaj #ModestFashion #LuxuryAbaya #NewArrival
• •Wrap yourself in understated luxury with our Serene Knit Maxi Dress. Crafted from a premium, breathable knit that drapes beautifully over the frame, this piece is the epitome of comfort-meets-chic. Its minimalist design serves as a perfect canvas for your unique style, whether accessorized for an evening out or worn simply for daytime sophistication. A true wardrobe essential for every season.
• •Your wardrobe has been waiting for this. At ARMAJ, we believe elegance and modesty go hand-in-hand. Our curated collection of luxury abayas, dresses, and hijabs is designed in Melbourne with quality and empowerment in mind. Experience the difference. Shop our new collection today and enjoy free shipping on orders over $150.
• •Dear [Customer Name], True elegance never fades. For a limited time, we invite you to invest in timeless pieces with our exclusive seasonal sale. Find your next cherished wardrobe staple, from our signature abayas to our versatile everyday dresses, now at exceptional prices. Dress with intention. Dress with ARMAJ. [Shop The Sale]
• •From coffee run to sunset dinner, our floral maxi skirt is always the answer. ✨ #armajonline #modestfashion #hijabistyle #ootd #melbournefashion #smallbusiness