Brand Tone

Curated & Artistic, Intimate & Story-driven, Sophisticated & Understated, Voyeuristic & Ephemeral, Educational & Conversational

Brand Values

• •Supporting Emerging Talent
• •Community & Gathering
• •Storytelling & Intimacy
• •Curation & Discovery
• •Quality & Craftsmanship
• •Cultural Heritage
• •Sustainability (Implicit/Through Designers)

Best Practices

• •Emphasize Storytelling: Always look for the narrative. Whether it's the designer's inspiration, the craftsmanship process, or the cultural significance of a piece, weave a story into the copy.
• •Use Evocative and Sensory Language: Choose words that appeal to the senses and emotions, reflecting the artistic and tactile nature of the products (e.g., "ethereal," "hand-finished," "whispers of tradition").
• •Maintain a Sophisticated yet Welcoming Voice: The tone should be elevated and intelligent, but also inclusive and inviting, aligning with the "hosting guests" ethos. Avoid overly casual slang or overly academic jargon.
• •Highlight Uniqueness and Curation: Consistently reinforce that MAIMOUN offers a special, hand-picked selection that customers won't easily find elsewhere. Use terms like "discovered," "hand-selected," "exclusive," "limited edition."
• •Focus on the "Why" Not Just the "What": Beyond describing the item, explain why it's special, why that particular designer is featured, or what makes the piece a part of the MAIMOUN narrative. Connect products back to the brand's core values of supporting emerging talent and fostering discovery.

Social Perception

Unique & High-Quality Finds, Artistic & Curated Aesthetic, Supportive of Independent Designers, Experiential Shopping, Mid-Range Performing Brand (in e-commerce), Positive Customer Experiences (Qualitative), Physical Store Impact

Copy Examples

• •Instagram Post (Showcasing a new designer): "Step into the world of [Designer's Name]. Each thread tells a story, woven with [mention a unique technique or inspiration]. Discover their exclusive collection at MAIMOUN, where design is a dialogue. #MaimounStore #EmergingDesigner #[DesignersName] #CuratedFashion #ArtToWear"
• •Website Homepage Banner: "MAIMOUN: More than a store, it's a gathering of unique visionaries. Explore hand-picked fashion, art, and objects that tell a story. Your discovery awaits."
• •Email Newsletter Snippet (Highlighting a specific product): "The [Product Name] by [Designer's Name]: Crafted with [mention material/detail, e.g., hand-painted silk, recycled silver], this piece isn't just worn, it's experienced. Unearth the narrative behind the design, exclusively at MAIMOUN."
• •Product Description Snippet: "From the thoughtful mind of [Designer's Name], the [Product Name] embodies [mention a key aesthetic or value, e.g., ephemeral beauty, sustainable artistry]. Each detail is a quiet invitation to appreciate the unique craftsmanship. Limited pieces available."
• •"About Us" Page Excerpt: "MAIMOUN is born from a love for the stories objects tell and the artists who breathe life into them. Like guests invited into a warm home, we welcome you to discover a curated collection of emerging talent from around the globe. Here, every piece has a past, and you become part of its future."