Brand Tone

Empathetic, Artisanal, and Purpose-Driven

Brand Values

• •Social Empowerment
• •Ethical & Responsible Production
• •Thoughtful Design & Quality Craftsmanship
• •Community & Connection

Best Practices

• •Always Lead with the "Why": Start with the human story. Whether it's a social media post, product description, or email, the first few lines should connect the product to the mission of empowering refugee women. This is your most powerful differentiator.
• •Use "Story" and "Connection" as Keywords: Weave words like story, connection, purpose, empowerment, handmade, and community into your copy. This reinforces the brand values and helps customers feel they are part of something bigger than a simple transaction.
• •Balance Mission and Aesthetics: While the social mission is primary, the copy must also appeal to the customer's desire for a beautiful home. Use descriptive, sensory language to highlight the fabric quality, textures, and design ("soft-hand feel," "globally-inspired patterns," "timeless design").
• •Maintain a Warm and Personal Tone: Write as the founders, Jenny and Stacey, would speak. Use "we" and "our" to create a personal connection, share anecdotes from your journey, and speak directly to the customer as a valued member of the EVERAND community. Phrases like "xo - Jenny & Stacey" are effective.
• •Be Specific About Impact: Instead of vague statements, provide concrete details. Mention your partnership with RefugeeOne by name. Share stories of individual artisans when possible. Quantify impact where you can (e.g., number of women employed, years in partnership). This builds trust and makes the brand's mission tangible and credible.

Social Perception

The public perception of EVERAND is overwhelmingly positive, centered on its powerful mission and high-quality products. Customers and media outlets highlight the brand's social impact as a key differentiator. The story of employing refugee women in Chicago resonates deeply, with purchases viewed as a direct contribution to this cause. Credibility is enhanced by partnerships with respected organizations. Product quality receives high praise, along with fast and helpful customer service. The inspirational founder story adds authenticity and expertise.

Copy Examples

• •From her hands to your home. Every stitch tells a story of resilience, hope, and new beginnings. Our pillows are more than just decor; they are a connection to the incredible refugee women in Chicago who, with every pillow they sew, are weaving a new life for themselves and their families. Feel the story in every thread. #EVERAND #HomeWithAHeart #MadeInChicago #SociallyResponsibleDecor
• •Title: The "Windy City Welcome" Pillow Bundle. Body: Curated to bring warmth and worldly texture to your space, this bundle is a celebration of global artistry and local hands. The fabrics, hand-picked for their unique patterns and quality, are transformed into timeless decor by refugee women in Chicago earning a fair living wage. By bringing this set into your home, you're not just styling a sofa—you're supporting a story of empowerment.
• •Subject: This Isn't Just a Pillow. It's a Paycheck. Body Preview: See the story of strength sewn into our newest collection.
• •Headline: Designed for the Eclectic Home. Sewn for a Greater Purpose. Sub-headline: We started EVERAND to connect our love for global design with a mission that matters right here at home. We partner with refugee women resettling in Chicago, providing the flexible, fair-wage employment they need to rebuild their lives with dignity. Your purchase makes it possible.
• •Headline: Decor That Does More. Primary Text: Style your home with beautiful, artisan-made pillows and decor, all sewn by refugee women in Chicago. Your purchase provides meaningful employment and honors incredible craftsmanship. Shop EVERAND and become part of a story of empowerment. [Shop Now]