Brand Tone

Empowering, Elegant, and Community-Focused

Brand Values

• •Modesty without Compromise
• •Philanthropy
• •Sustainability and Ethical Practices
• •Quality and Timeless Design
• •Empowerment and Community

Best Practices

• •Lead with Empowerment: Always frame your message around how the clothing makes the wearer *feel*—confident, graceful, beautiful, and empowered. Use active, uplifting language.
• •Weave in Your Values: Consistently mention your core values. Whether it’s a note about your philanthropic mission in an email footer, a highlight on sustainability in a product description, or a post about being a sister-founded brand, keep these pillars of your identity at the forefront.
• •Speak to the 'Why': Address the specific pain points of your audience that the brand solves—the search for stylish modest wear, the need for quality, non-transparent fabrics, and the desire for timeless pieces. Show that you understand her needs.
• •Maintain an Elegant but Approachable Tone: Avoid overly casual slang, but keep the language warm and personal. Imagine you are a stylish, trusted friend giving advice. Using 'you' and 'your' makes the copy feel personal and direct.
• •Let Your Community Speak: Feature customer testimonials and user-generated content in your marketing. Phrases like 'Hear from Our Happy Customers' or sharing a customer's positive review not only provides social proof but also reinforces the community aspect of your brand.

Social Perception

Hey Graece is perceived very positively by its customer base. It is viewed as a trustworthy and high-quality brand that successfully merges modest dressing with contemporary style. Customers feel that the brand understands their specific needs, such as the desire for non-sheer fabrics and comfortable, well-constructed garments. The philanthropic angle is a significant differentiator and contributes to a favorable perception, with customers expressing that it feels good to support a women-owned brand that gives back to the community. The narrative of being founded by two sisters adds a personal and relatable touch that resonates with their audience. Overall, the public perception is that of a chic, ethical, and reliable source for modern modest fashion.

Copy Examples

• •Elegance is an attitude. Our new collection is designed not just to be worn, but to be lived in. Each piece is a celebration of your grace, your strength, and your unique style. Discover looks that empower you to walk with confidence, every single day. #HeyGraece #ModestFashion #EmpoweredWomen
• •Fashion That Feels Good, Inside and Out. With every dress you purchase, you're not just defining your style—you're making a difference. We proudly donate a portion of every sale to support child welfare initiatives. Wear your values.
• •Meet the dress that moves with you. The Serene Maxi is crafted from breathable, high-quality cotton for all-day comfort and effortless style. Fully lined for complete coverage, its timeless silhouette and subtle detailing prove that you never have to choose between modesty and modern fashion. Perfect for a casual brunch or an evening stroll, it’s a versatile piece for the contemporary woman.
• •One dress, endless confidence. Who said modest was boring? #ModestStyle #FashionHacks #HeyGraece
• •We believe your wardrobe should be as inspiring as you are. At Hey Graece, we’re more than just a clothing brand; we're a community of women celebrating style, substance, and each other. Explore our latest arrivals, designed with you in mind—thoughtfully made, beautifully modest, and created to empower.