Brand Tone

Personal and Approachable, Enthusiastic and Passionate, Helpful and Service-Oriented

Brand Values

• •Authenticity
• •Accessible Style
• •Femininity and Confidence
• •Community

Best Practices

• •Maintain the Personal Voice: Always write from the perspective of the owner, Maria Rita. Use "I," "my," and "we" to create a direct, personal connection with the audience. This is the brand's strongest and most unique asset.
• •Focus on Solutions and Inspiration: Frame content around helping customers solve the "what to wear" problem. Post complete, ready-to-wear outfit ideas rather than just individual products to position the brand as a style advisor.
• •Emphasize Value: Consistently reinforce the message of affordable style ("Il bello che costa poco"). Highlight promotions, sales, and flexible payment options like Scalapay to appeal to budget-conscious shoppers.
• •Engage Actively and Authentically: Respond to comments and DMs with the same friendly, enthusiastic tone used in posts. Acknowledge customer questions and feedback promptly to nurture the community feel.
• •Be Visually Consistent: Continue to heavily feature the owner modeling the clothes across all platforms. This visual authenticity is central to the brand's identity and reinforces the perception of getting advice from a real, relatable person.

Social Perception

Divina is perceived as a reliable and stylish local source for women's fashion. The owner, Maria Rita, is seen as a trusted and relatable style guide. The public views the brand as offering good value m fashionable items that are "low cost." There is a strong sense of it being a personal, owner-driven business rather than a faceless corporation, which resonates well with its target audience.

Copy Examples

• •I'm completely in love with the color of this new satin dress! ✨ It feels so light and elegant, perfect for a special evening or even a daytime ceremony. I e ve paired it with simple heels, but how would YOU style it? Let me know in the comments! 👇 #divinafashion #newarrival #satindress #italianstyle #whattowear
• •Tired of choosing between style and your budget? At Divina, you don't have to. Discover our new collection of elegant, trendy, and affordable outfits. Italian style is now just a click away. Shop now and pay in 3 easy installments with Scalapay! 😉 #divina #affordablefashion #madeinitaly #shoponline
• •Divina: Authentic Italian Style, Accessible to You. New Arrivals This Week - The Beauty You Deserve at a Price You'll Love.
• •From office look to evening glam in 5 seconds flat! 👠 Which outfit is your favorite? 1 or 2? Let me know! #outfittransition #grwm #fashionhacks #divinastyle
• •A personal hello from Maria Rita 👋 + a peek at my favorite new pieces!