Brand Tone

empowering, spiritual, and stylish

Brand Values

• •Storytelling & Individuality
• •Empowerment
• •Authenticity and Integrity
• •Truth and Wisdom
• •Serendipity and Intuition

Best Practices

• •Lead with the "Why": Always connect the clothing back to the core concepts of storytelling, empowerment, and intuition. Instead of just saying "New Dress," say "A New Way to Tell Your Story."
• •Use Evocative Language: Incorporate words from the brand's value proposition like "empowerment," "rejuvenated," "talisman," "serendipity," "narrative," and "intuitive" into product descriptions and social posts to maintain a consistent spiritual and uplifting tone.
• •Emphasize Individuality: Frame your copy around the customer. Use questions like "Which mood are you today?" or "How will you style your story?" to encourage personal expression and position the brand as a tool for individuality.
• •Maintain a Balance of Spiritual and Stylish: While the brand story is spiritual, the products are fashion. Ensure the copy balances both. Pair the deeper, more meaningful messages with clear, stylish descriptions of the clothing (e.g., "dreamy florals," "effortless vibes," "chic white set").
• •Localize and Connect: Continue to use hashtags and references to Mauritius in social media content. This grounds the brand and builds a stronger connection with its primary market, making the aspirational messaging feel more attainable and community-focused.

Social Perception

Positive but limited, primarily brand-curated. Moderate engagement on TikTok with an aspirational focus, resonating with a fashion-conscious audience in Mauritius. No significant negative feedback observed.

Copy Examples

• •Your story is waiting to be written. The Elysia Dress isn't just a new arrival; it's a new chapter. Flow through life with a style that speaks your truth. ✨ #elevenbyamelia #AStyleForEveryStory #MauritiusFashion
• •More Than an Outfit, It's Empowerment. At Eleven by Amelia, we believe style is your narrative. Discover the collection that lets your heart lead the tale.
• •Meet Nova, your personal talisman of serendipity. Designed for the intuitive woman, this dress moves with an effortless vibe that feels both dreamy and powerful. Whether you're feeling earthy, soft, or embracing your inner clean girl aesthetic, the Nova dress adapts to your story. How will you wear yours?
• •Subject: ✨ An Intuitive Calling for Your Wardrobe | Preview Text: New styles have arrived. Find the outfit that tells your story.
• •Why 'Eleven'? Our founder, Amélia, was born on 11/11, and the number has always been her beacon. It represents intuition, alignment, and the serendipity of finding the perfect path—or the perfect outfit. Our mission is to share that feeling with you. #elevenbyamelia #OurStory #IntuitiveStyle