Brand Tone

empowering, inclusive, supportive, and friendly

Brand Values

• •Inclusivity
• •Body Positivity
• •Empowerment
• •Comfort & Quality
• •Community
• •Authenticity

Best Practices

• •Prioritize Inclusive Language: Always use language that welcomes and celebrates all body types, sizes, and fitness levels. Avoid jargon or exclusionary terms.
• •Show, Don't Just Tell: Feature diverse individuals ("real women") in all visual content, genuinely reflecting your commitment to inclusivity and body positivity.
• •Foster Community Engagement: Encourage user-generated content, respond authentically to comments and messages, and make customers feel like valued members of a supportive community.
• •Lead with Empowerment and Positivity: Frame messaging around building confidence, self-love, and the joy of movement, rather than focusing on changing one's body to fit an ideal.
• •Maintain Authenticity: Share real stories (including the founder's journey), be transparent, and let the genuine passion for the brand's mission shine through in all communications.

Social Perception

JLUXE is largely perceived as a brand that genuinely champions inclusivity and body positivity in the activewear space. Customers appreciate the focus on comfortable, well-fitting clothes for a range of body types, particularly for curvier figures. The use of "real women" as models is well-received and contributes to a feeling of being seen and understood. The founder's personal story and engagement also add to the brand's authenticity and relatability. While some customers have reported issues with shipping or customer service on broader platforms, the sentiment directly associated with the product quality, fit, and brand mission is overwhelmingly positive. They are seen as a go-to brand for activewear that makes women feel good about themselves.

Copy Examples

• •Instagram Post Caption (Image: Diverse group of women in JLUXE activewear): Movement is for every BODY. ✨ Feel strong, comfortable, and unapologetically YOU in JLUXE. Our inclusive activewear is designed to support your journey, every step, stretch, and stride of the way. #JLUXEFIT #EveryBODYisWelcome #ConfidenceInMotion
• •Email Subject Line for New Collection: Designed for You: Discover Comfort & Confidence in Our Newest JLUXE Arrivals! Email Body Snippet: At JLUXE, we believe activewear should feel like a second skin – supportive, comfortable, and made for your unique shape. Our latest collection is here, crafted with the premium fabrics you love and the inclusive fits you deserve. Find your new favourite way to move with confidence.
• •Product Description (for CloudLuxe Pocket Leggings): Meet your new go-to leggings! The CloudLuxe Pocket Leggings are more than just activewear; they're a confidence boost woven with buttery-soft fabric. Engineered for ultimate comfort and support, featuring a no-slip waistband and essential side pockets. Perfect for your toughest workout or your most relaxed rest day. Embrace your movement, love your fit.
• •TikTok Video Concept Script (Voiceover by a user): Okay, can we talk about JLUXE FIT? I used to dread finding activewear that actually *fit* and made me feel good. Then I found these! Squat-proof, super soft, and they actually celebrate my curves. Seriously obsessed! Feeling more confident than ever to hit the gym. #JLUXEFIT #ActivewearForAll #BodyPositiveFitness #RealTalk
• •Facebook Ad Copy: Tired of activewear that doesn't get you? JLUXE is changing the game. Founded on the belief that every woman deserves to feel amazing while moving her body, we offer premium, size-inclusive activewear (XS-XXXL) designed for real life and real curves. Join the JLUXE community and find your perfect fit today! Shop Now & Feel the Difference.