Brand Tone

Empowering, joyful, and personal, balancing a professional, high-quality image with a warm, down-to-earth personality. It is confident, celebratory, inclusive, and community-focused, often involving the founder's story and customer experiences.

Brand Values

• •Empowerment
• •Inclusivity
• •Australian-Made & Ethical Production
• •Quality & Timelessness
• •Joy & Self-Expression

Best Practices

• •Lead with Empowerment: Always frame your message around making the customer feel confident, joyful, and celebrated. Use strong, positive words like "empower," "celebrate," "fierce," "gorgeous," and "confident."
• •Tell a Story: Weave the brand's narrative into your copy. Mention the founder's mission, the "Made in Melbourne" story, or feature customer stories. This builds a personal connection that transcends the product itself.
• •Emphasize Inclusivity: Regularly state the full size range (6-24) in your copy. Use language that speaks to "all women," "every body," and "real shapes" to reinforce that the brand is for everyone.
• •Highlight Quality and Local Production: Consistently include phrases like "Proudly Australian-Made," "Designed in Melbourne," and "Slow Fashion." This is a key differentiator and a core brand value that resonates with your audience.
• •Maintain a Joyful and Personal Voice: Write as if you are speaking to a friend. Keep the tone warm, approachable, and celebratory. Use exclamation points where appropriate and don't be afraid to let the founder's passion shine through in the words you choose.

Social Perception

Perceived as a trustworthy, high-quality, and customer-centric brand. Customers feel a personal connection and are part of a community. The brand is highly praised for flattering designs that genuinely fit and celebrate curves, with positive sentiment around its Australian-made, ethical production. The founder is seen as authentic and passionate, fostering trust and loyalty.

Copy Examples

• •Meet the Valentina, in a print that’s as bold and vibrant as you are. Designed in Melbourne and made for every celebration life throws your way—from weekend brunches to sunset cocktails. We believe style has no size limit, just endless possibilities. Discover the wrap dress you’ll reach for again and again. #BySamanthaMelbourne #AustralianMade #WearYourJoy
• •Tired of clothes that don’t fit the real you? At By Samantha Melbourne, we design for curves, for confidence, for *you*. Our iconic wrap dresses are proudly made in Melbourne in sizes 6-24, because we believe every woman deserves to feel effortlessly fierce. Find your perfect fit and join a community of women who celebrate style and self-love. Shop now for free Australian shipping!
• •Style That Fits Your Life. Confident, Colourful, and Australian-Made. Discover our collection of timeless wrap dresses and modern classics, designed to celebrate every chapter of your story. Welcome to the BSM community.
• •Subject: Not Fast Fashion. Fashion That Lasts. Here at BSM, we do things differently. We believe in the power of a perfect dress—one that’s made with love, right here in Melbourne. We partner with local makers to create small, ethical batches of clothing that feel as good as they look. It’s our promise to you: timeless style, exceptional quality, and a commitment to fashion that empowers. Thank you for supporting slow fashion.
• •The dress that does it all. Our signature wrap dress is the ultimate wardrobe hero, designed for effortless elegance. The luxurious stretch jersey fabric drapes beautifully over every curve, while the customizable tie-waist ensures your perfect fit. From boardroom to wedding, this is the piece you'll treasure for years to come. Made with love in Melbourne.