Brand Tone

Elegant, Aspirational, and Serene

Brand Values

• •Celebration of Modesty
• •Quality and Craftsmanship
• •Modern Elegance
• •Empowerment through Style
• •Community Connection

Best Practices

• •Always Use Elegant and Evocative Language: Swap simple words for more descriptive ones. Instead of "nice," use "elegant," "graceful," or "sophisticated." Instead of "fabric," describe it as "fluid crepe," "buttery-soft jersey," or "lightweight chiffon."
• •Maintain a Visually Cohesive Aesthetic: Ensure all photography and videography use similar lighting (soft, natural light), color grading (warm, muted tones), and composition (clean, uncluttered backgrounds). This visual consistency reinforces the serene and premium tone.
• •Speak Aspirationally, Not Just Descriptively: Frame your products around the feeling they evoke. The copy shouldn't just say what the product is, but who the customer becomes when wearing it —confident, poised, graceful, and empowered.
• •Keep the Messaging Positive and Empowering: The brand's voice should be uplifting. Focus on themes of self-love, confidence, and celebrating personal identity through style. Avoid language of restriction and instead use language of choice and expression.
• •Engage with Your Community Gracefully: In comments and direct messages, maintain the brand's elegant and serene tone. Respond to inquiries with warmth and professionalism. This personal interaction is a key part of the brand experience and should feel as premium as the products themselves.

Social Perception

Highly positive among its target audience; perceived as a high-demand, desirable, authentic, and founder-led brand. Customers view it as aesthetically inspiring and trustworthy, offering quality products that align with their lifestyle and values.

Copy Examples

• •Elegance in motion. Introducing the 'Aseel Abaya' in midnight blue. Crafted from our signature fluid crepe for a silhouette that is both timeless and empowering. Embrace your grace. Tap to shop before it ’s gone. #ByMariem #ModestFashion #AbayaStyle
• •Your go-to for effortless elegance. Our Jersey Hijabs are as versatile as you are. ✨ #HijabTutorial #GRWM #ByMariem #ModestStyle
• •The Art of Modesty | Discover our collection of premium hijabs and abayas, designed for the modern woman.
• •Now Live: The Serenity Collection by Mariem. Designed with peace and poise in mind, our new collection has arrived. Discover pieces that feel as beautiful as they look, and wrap yourself in the elegance you deserve.
• •Experience the perfect fusion of comfort and sophistication. Our Premium Jersey Hijab is crafted from a luxuriously soft, breathable modal fabric that drapes beautifully and stays in place all day. Its rich, opaque color and flawless finish make it an essential piece for any occasion, offering you an elegant look with unparalleled ease. A true staple for your wardrobe.