Brand Tone

Elegant & Sophisticated, Empowering & Confident, Authentic & Relatable, Ethical & Conscious, Modern & Traditional

Brand Values

• •Modesty
• •Quality & Craftsmanship
• •Empowerment
• •Sustainability & Ethical Production
• •Inclusivity & Community
• •Timelessness

Best Practices

• •Maintain Elegance in Language: Use refined, sophisticated, and descriptive vocabulary. Words like "exquisite," "meticulously," "luxurious," "timeless," and "grace" align with the brand's positioning.
• •Emphasize Values Consistently: Weave mentions of modesty, ethical production, quality craftsmanship, and empowerment into product descriptions, social media posts, and "About Us" content.
• •Leverage the Founder's Voice (Authenticity): Continue to incorporate Manal Chinutay's personal touch and story, as her authenticity is a key brand asset. This can be through quotes, blog posts, or social media takeovers.
• •Focus on Empowerment and Confidence: Frame product benefits around how they make the wearer feel – confident, beautiful, comfortable, and empowered in their choices.
• •Visual Consistency: Ensure that the visual language (photography, videography, website design) consistently reflects the elegant, modern, and high-quality nature of the brand, complementing the written copy. The aesthetic should be clean, sophisticated, and inspiring.

Social Perception

High-Quality Provider, Fashion-Forward Modesty, Influencer-Led Authenticity, Aspirational yet Accessible, Innovative

Copy Examples

• •Headline: Elevate Your Everyday: Discover Timeless Modesty with Rumluh. Body: At Rumluh, the new era of Chinutay & Co, we believe in fashion that empowers. Our meticulously handcrafted prayer gowns and bamboo jersey hijabs blend luxurious comfort with sophisticated style, allowing you to express your unique grace with confidence. Shop the collection today. Call to Action: Explore Now
• •Headline: Crafted with Conscience, Designed for You. Body: Experience the difference of ethically sourced materials and artisan craftsmanship. Rumluh offers premium modest wear that’s as kind to the planet as it is beautiful on you. Feel confident, inside and out. Call to Action: Discover Our Sustainable Style
• •Headline: The Perfect Fit for Your Faith and Fashion. Body: Introducing our new custom-tailored modest formal wear. Designed by Chinutay & Co., each piece is crafted to fit YOU, blending contemporary elegance with timeless tradition. Book your consultation. Call to Action: Learn More & Tailor Your Look
• •Headline: From Our Founder, With Love: The Softest Hijabs You'll Ever Wear. Body: "I wanted to create pieces that feel as good as they look. Our new Bamboo Jersey Hijabs are a dream of softness and breathability, perfect for every occasion." - Manal A, Founder. Experience the Chinutay & Co. difference. Call to Action: Shop Bamboo Jersey Hijabs
• •Headline: Redefine Your Style. Embrace Your Values. Body: Rumluh (formerly Chinutay & Co.) empowers modern women to embrace modest fashion without compromising on elegance or quality. Discover our latest collections, from luxurious prayer gowns to versatile loungewear, and invest in pieces that make you feel truly beautiful. Call to Action: View New Arrivals