Brand Tone

Artistic, Narrative, and Intimate

Brand Values

• •Curation & Discovery
• •Community & Hospitality
• •Craftsmanship & Slow Fashion
• •Storytelling & Heritage
• •Individuality & Playfulness

Best Practices

• •Lead with the "Why," Not Just the "What": Always frame the product within a larger narrative about its origin, designer, or inspiration.
• •Use the Language of Hospitality: Employ words like "welcome," "gather," "invite," and "discover" to reinforce the brand's core value of being a host.
• •Emphasize the Human Element: Always mention the designer, the artist, or the craftsperson. Use phrases like "hand-picked by Mina," "painstakingly crafted by," and "the vision of" to remind customers of the human touch.
• •Speak to the Customer's Individuality: Use copy that empowers the customer's personal style and context. Phrases like "an extension of your story" and "build out your individual context" position products as tools for self-expression.
• •Maintain an Artistic and Slightly Lyrical Tone: Avoid overly commercial or blunt sales language. Use metaphors and descriptive, sensory language that evokes a feeling, making the reader feel like they are "coming across something small but sacred."

Social Perception

MAIMOUN is perceived as a key destination for discovering next-generation talent and unique pieces, filling a void in the market. It's seen as culturally rich, authentic, and a community hub that champions artists, offering a mid-to-high-end niche with a generally favorable reception for its curated offerings.

Copy Examples

• •Objects with a story. Clothing with a soul. Welcome to our home—a curated collection of pieces to build your world.
• •The Story of a Dress: It begins with designer [Designer's Name] in their small studio in [City], with a vision for wearable art. Each stitch is a word, each fold a paragraph. This is not just a dress; it is a narrative waiting to be continued by you. Discover the full story on Maimoun.com.
• •Molded by hand and heart by artist [Artist's Name]. This vessel is created to hold more than just flowers—it holds the quiet moments, the morning light, and the simple beauty of a space made your own. A piece that honors the slow, thoughtful process of creation, destined to become a future heirloom.
• •New Artists, New Stories | You're Invited
• •Tired of the trend cycle? Discover clothing and objects that last. At MAIMOUN, we bring you a community of global artists and designers who believe in craftsmanship and story. Find pieces you won't see anywhere else. Shop the collection.