Brand Tone

heartfelt, ethical, and empowering

Brand Values

• •Ethical Practices & Fair Trade
• •Empowerment of Women Artisans
• •Preservation of Cultural Heritage
• •Sustainability & Eco-consciousness
• •Connection & Community (Global Family)
• •Authenticity & Handmade Quality
• •Social Impact & Positive Change

Best Practices

• •Always Lead with Purpose: Remind the audience of the "why" behind Lumily – the empowerment of artisans, fair trade, and cultural preservation. Every piece of copy should echo these core values.
• •Spotlight the Artisans: Whenever possible, connect products back to the individuals or communities that create them. Use their names, share snippets of their stories, and show their faces (with permission) to humanize the brand and the impact of purchases.
• •Use Warm, Empathetic, and Inclusive Language: The tone should feel like a conversation with a caring friend who is passionate about making a difference. Avoid overly corporate or transactional language. Words like "heart," "love," "empower," "connect," "together," and "community" align well.
• •Emphasize "Handmade" and "Heritage": Consistently highlight the unique quality and cultural significance of the products. This differentiates Lumily from mass-produced items and reinforces the value of artisanal skill.
• •Maintain Transparency and Authenticity: Be open about the fair trade process, the origins of the products, and the impact of customer support. Share both successes and the ongoing journey to build trust and a genuine connection with the audience.

Social Perception

Positive Association with Ethical Practices, Valued for Unique, Handcrafted Products, Seen as a "Feel-Good" Purchase, Trustworthy, Engaged Community (though small), Founder-Driven Narrative

Copy Examples

• •Woven with heritage, stitched with love. ❤️ Meet our [Product Name], handcrafted by Maria and her team in the Guatemalan highlands. Each bead tells a story of empowerment, helping preserve ancient traditions and build brighter futures. Wear a piece of their art, carry a piece of their heart. #Lumily #EthicalFashion #ArtisanMade #EmpowerWomen
• •It started with a journey and a dream: to connect worlds and empower artisans. ✨ Lumily (from 'Lum' for world and 'ily' for family) brings you handmade treasures that do more than adorn – they support fair wages, celebrate culture, and help women thrive. Join our global family. Shop with purpose. #ShopLumily #FairTrade #HandmadeWithHeart #GlobalFamily
• •This isn't just a [Product Type, e.g., 'bag']. It's a child's education. It's a woman's independence. It's a tradition kept alive. Every Lumily purchase directly supports the incredible artisans who pour their skill and spirit into each creation. Feel the good karma. ✨ #GoodFashionGoodKarma #SupportArtisans #FairTradeImpact #LumilyStory
• •From Our Hands to Yours, With Gratitude 🙏 This week, we celebrate Pranee from Northern Thailand, whose mastery of traditional textiles brings such elegance to our collection. [Link to Artisan Profile/Product]. Your support allows us to continue partnering with inspiring women like Pranee, fostering sustainable livelihoods. Thank you for being part of the Lumily journey. #ArtisanSpotlight #EthicallySourced #LumilyCommunity
• •Choose Connection. Choose Craftsmanship. Choose Change. Discover unique, ethically made gifts that empower women artisans and honor cultural traditions. Shop Lumily – where every purchase tells a story of hope. #Lumily #EthicalGifts #FairTrade #ShopConsciously