Brand Tone

Spiritual & Mystical, Natural & Earthy, Sensual & Empowering (Feminine), Artisanal & Conscious, Flowing & Romantic

Brand Values

• •Sustainability & Eco-consciousness
• •Ethical Production & Fair Trade
• •Authenticity & Self-Expression
• •Spirituality & Connection to Nature
• •Artisanal Craftsmanship
• •Natural Beauty & Comfort

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of AYA's tone (Spiritual, Natural, Sensual, Artisanal, Flowing) with specific examples of words and phrases to use and avoid. This ensures anyone writing copy understands the desired voice.
• •Prioritize Storytelling: Weave narratives around the artisans, the origin of the materials, the spiritual inspiration, and the connection to nature. This reinforces brand values and creates an emotional connection beyond just the product.
• •Use Evocative and Sensory Language: Employ words that appeal to touch (soft, breathable), sight (flowing, vibrant, earthy hues), and emotion (sacred, empower, radiate, healing).
• •Maintain Authenticity and Transparency: While the tone is mystical and spiritual, ensure claims about sustainability and ethical practices are clearly communicated and, where possible, backed by evidence to address the concerns raised by external raters and some customers. If there are challenges or areas of improvement, consider addressing them honestly.
• •Consistency Across All Channels: Ensure the defined brand tone is consistently applied across the website, social media posts, product descriptions, email marketing, and customer service interactions. Regular audits of content can help maintain this consistency.

Social Perception

Positive Perception: Many customers are drawn to the unique, beautiful designs and the quality of the natural fabrics. The brand is often associated with bohemian style, spirituality, and eco-friendly aspirations. Their Etsy store reflects a high number of sales and positive reviews, indicating a loyal customer base that appreciates the aesthetic and feel of the garments. Negative Perception/Concerns: There are significant concerns regarding the brand's transparency and verifiable commitment to ethical and sustainable practices, as highlighted by the "Good On You" rating. This includes a lack of evidence for fair labor practices and environmental impact reduction. Some customers have reported issues with customer service, communication, and receiving incorrect or incomplete orders. This suggests a disconnect between the brand's proclaimed values and the actual customer experience or independently verified practices for some.

Copy Examples

• •Headline: Embrace Your Inner Goddess. Discover AYA Sacred Wear. Body: Crafted from the whispers of Mother Earth, our organic, plant-dyed garments are an invitation to adorn yourself in authenticity. Feel the sacred connection with every thread.
• •Headline: Attune to Nature's Rhythm. Wear the Sacred. Body: Each AYA piece is handwoven with intention by Balinese artisans, carrying the vibrant essence of ancient traditions and the pure energy of natural fibers. Step into a realm of timeless beauty and conscious living.
• •Headline: Sensual. Sustainable. Sacred. Body: Unleash your unique radiance with AYA Sacred Wear. Our flowing designs, made from the softest organic linen and cotton, celebrate your raw beauty and empower your spirit. Ethically created for your journey.
• •Headline: More Than Clothing, It's a Ceremony. Body: From the seed to your skin, our garments are a testament to mindful creation. Dyed with botanicals and crafted with love, AYA Sacred Wear is designed for healing, meditation, and the sacred moments of everyday life.
• •Headline: Woven with Soul, Dyed by the Sun. Body: Experience the transformative touch of AYA Sacred Wear. Our limited collections feature hand-spun fabrics and unique, earthy hues derived from nature's palette. Wear your values, radiate your essence.