Brand Tone

Welcoming & Inclusive, Community-Oriented, Supportive & Empowering, Vibrant & Positive, Authentic & Relatable

Brand Values

• •Inclusivity & Belonging
• •Community Focus
• •Representation
• •Support for Marginalized Entrepreneurs
• •Quality & Curation
• •Authenticity & Care

Best Practices

• •Embody the "Cool Auntie": Always write with a voice that is warm, supportive, wise (but approachable), and genuinely caring, as if speaking to a cherished niece or friend.
• •Prioritize Inclusivity in Language: Use welcoming and affirming language that resonates with the BIPOC community while being open to all allies. Avoid jargon that might exclude.
• •Highlight Community Stories: Regularly feature customers, community partners, and the stories behind the BIPOC/women-owned brands you stock. This reinforces the community value.
• •Keep it Real and Authentic: Share the "why" behind Della's. Don't be afraid to be personal (where appropriate) and let the founder's passion shine through, as seen in existing media coverage.
• •Maintain a "Good Vibes" Filter: Ensure all communications, even when addressing serious topics like representation, maintain an underlying positive, hopeful, and empowering tone. Focus on solutions, celebration, and the joy of the space created.

Social Perception

Much-Needed Safe Space, Positive & Welcoming Atmosphere, Community Builder, Unique Shopping Experience, More Than a Store

Copy Examples

• •Step into your home away from home. ✨ At Della's, it's more than just beauty products; it's about finding your community, feeling seen, and celebrating YOU. Like your favorite auntie's living room – always welcoming, always supportive. #DellasAnnArbor #BeautyBelonging #CommunityLove #BIPOCBeauty #AnnArbor
• •Della's: Your Beauty. Your Space. Your Community. Discover curated hair care, unique gifts, and a place where you always belong. Supporting and uplifting BIPOC and women-owned brands. [Shop Now] [Our Story]
• •Good vibes only here! 👋 Come find your new favorite hair product, a unique gift, or just a friendly face. Della's in Ann Arbor is where community and beauty meet. #DellasVibes #AnnArborBeauty #SupportBIPOCBrands #TexturedHairCare #SafeSpace
• •Hey Beautiful! 👋 Your Weekly Dose of Good Vibes & New Arrivals from Della's! *Email Body Snippet:* Here at Della's, we're all about that warm, 'cool auntie' welcome. This week, we're thrilled to feature new arrivals from [BIPOC-owned brand] – because supporting our community is what we do best!
• •Join us this Saturday at Della's for [Event Name]! We're bringing our community together for [activity/purpose]. Expect good company, great energy, and that special Della's touch. We can't wait to see you there – everyone's invited to our 'auntie's living room'! #DellasCommunity #AnnArborEvents #BIPOCSpace #ShopLocalA2 #GoodVibes