Brand Tone

friendly, authentic, and encouraging

Brand Values

• •Empowerment and Confidence
• •Authenticity and Relatability
• •Versatility and Affordability
• •Community and Connection

Best Practices

• •Continue sharing real, behind-the-scenes content and personal stories. This humanizes the brand and strengthens the connection with the audience. Consistency in being genuine is key.
• •All copy should uplift and empower. Use positive affirmations and encouraging words to reinforce the brand's mission of building confidence.
• •Write as if you're talking to a friend. Use casual language, emojis, and questions to foster engagement and make the brand feel approachable and relatable.
• •Consistently emphasize how the clothing pieces are easy, versatile, and affordable. This speaks directly to the brand's core offering and appeals to the target audience's desire for a practical yet stylish wardrobe.
• •Directly address the "Luminous community" or "girlies." Ask for their opinions, feature their content (with permission), and create a dialogue to make them feel like a valued part of the brand's journey.

Social Perception

Overwhelmingly positive; perceived as fun, friendly, locally-loved, and humanized, fostering loyalty and engagement due to the owner's personal vulnerability.

Copy Examples

• •Stop scrolling! ✋ Your new favorite dress just dropped. ✨ The 'Weekend Wanderer' is all about that effortless, throw-on-and-go vibe we love. Perfect for brunch, errands, or wherever the day takes you. Tap to shop and feel amazing, just as you are. #LuminousBoutique #EffortlessStyle #ConfidenceIsTheBestOutfit
• •One skirt, three ways! ✨ Watch how we take our bestselling 'City Chic' midi from a casual coffee run to a glam night out. It’s all about versatile pieces that make you feel confident and ready for anything. Which look is your favorite? Let us know! 👇 #StyleHack #CapsuleWardrobe #LuminousLooks #FeelGoodFashion
• •Hey girlie! A little note from Carly here. This week was a reminder that it's okay to not be perfect. Just like finding the perfect outfit, some days just don't 'fit'. But we keep going! To celebrate the small wins, we're giving you 15% off your next order. Because you deserve to feel luminous, especially on the cloudy days. 💖 #YouMatter #LuminousCommunity #RealTalk
• •More Than Just Clothes. We’re here to help you build a wardrobe that feels like you. Easy, versatile, and confidence-boosting styles for your everyday life. Be Luminous. Be You. [Shop The Collection]
• •Hey, Charlotte! 👑 Looking for unique styles that won’t break the bank? Come say hi at our spot inside Phoebes in downtown Pineville! We curate fun, effortless pieces perfect for the millennial girl on the go. Shop local and find your new favorite outfit this week! #ShopLocalCLT #PinevilleNC #LuminousBoutique