Brand Tone

Warm, Inspirational, and Empowering

Brand Values

• •Philanthropy and Giving Back
• •Resilience and Hope
• •Quality and Thoughtful Design
• •Community and Connection
• •Faith
• •Entrepreneurial Spirit

Best Practices

• •Always Lead with Heart: Whether writing about a product, a sale, or the company, infuse the copy with warmth, empathy, and the underlying 'why' – the mission to give back and empower.
• •Tell Stories, Don't Just Sell Products: Weave in elements of the brand's origin, the impact of their philanthropic work, or customer testimonials to create an emotional connection.
• •Use Inclusive and Uplifting Language: Opt for words that are positive, encouraging, and make the customer feel good about themselves and their purchase. Focus on empowerment and confidence.
• •Maintain a Conversational, Yet Sincere Voice: Write as if speaking to a friend, but avoid slang or overly casual language that might undermine the brand's sincerity and the seriousness of its mission.
• •Ensure Visuals Align with Tone: The imagery used alongside copy should reflect the same warmth, authenticity, and inspirational qualities as the text. This is particularly important on platforms like Instagram and Pinterest.

Social Perception

Generally perceived positively; loved for its mission, appreciated for product quality and style, strong customer loyalty, seen as authentic and relatable, positive online reviews, 'Shark Tank' success story.

Copy Examples

• •Wrap yourself in more than just style. Our new [Dress Name] is designed for comfort, confidence, and those everyday moments that deserve a touch of grace. Plus, remember that every piece you purchase helps us change lives. ✨ #GraceAndLace #StyleWithPurpose #NewCollection
• •From a dream knitted with hope to a community woven with love. At Grace and Lace, every stitch tells a story of resilience and giving back. Thank you for being part of our journey to make the world a little brighter, one garment and one orphanage at a time. [Link to Mission Page] #MoreThanFashion #GraceAndLaceStory #MakingADifference
• •Just a little peek into a day at G&L! [Photo/Video of Melissa working on designs or with the team]. Fuelled by coffee and the incredible support from all of you. We're so grateful to be doing what we love, with a purpose that's bigger than us. What are you grateful for today? Let us know below! 👇 #LifeAtGraceAndLace #FounderFridays #CommunityLove
• •Tired of choosing between comfort and style at home? Our [Loungewear Set Name] is proof you can have both! Soft fabrics you'll want to live in, with chic details that make you feel put-together, even on your most relaxed days. Elevate your everyday. #GraceAndLaceComfort #LoungewearLove #EffortlessStyle
• •Treat yourself and make an impact! Our [Sale Event Name] is on now. Discover your new favorite pieces at special prices, and feel good knowing your purchase supports our mission to help children in need. Shop with heart. [Link to Sale] #SaleWithSoul #GraceAndLaceGivesBack #LimitedTimeOffer