Brand Tone

Elegant & Sophisticated, Appreciative & Respectful (Cultural/Heritage), Ethical & Conscious, Passionate & Inviting

Brand Values

• •Craftsmanship & Quality
• •Heritage & Tradition
• •Elegance & Timeless Style
• •Ethical Responsibility
• •Cultural Appreciation
• •Innovation & Global Reach
• •Inspiration (Rumi)

Best Practices

• •Use Sensory and Evocative Language: Describe the feel ("soft," "luxurious"), the look ("elegant," "vibrant"), and the essence ("timeless," "cultural appreciation") of the products to immerse the customer in the brand experience.
• •Maintain a Respectful and Appreciative Stance: When discussing cultural aspects or artisan craftsmanship, always use language that conveys respect, honor, and appreciation, avoiding commodification.
• •Reinforce Authenticity and Connect Emotionally: Share stories about the origins of the shawls and the artisans who craft them to build trust and resonate with the audience.
• •Highlight Ethical Practices: Emphasize the brand's commitment to fair compensation, sustainable sourcing, and support for refugee women to appeal to ethically-minded consumers.
• •Showcase Heritage and Tradition: Use language that reflects the Syrian origins and historical significance of the textiles, emphasizing the artistry and cultural richness behind the products.

Social Perception

High-quality, luxurious, ethically sourced shawls and modest fashion. Positive perception among ethically-minded consumers due to support for refugee artisans.

Copy Examples

• •Discover the Mawlana difference.
• •#MawlanaShawls #LuxuryModestFashion #EthicalStyle
• •Handcrafted with care by the artisans we proudly support.
• •Explore our new arrivals.
• •Join our story of elegance and purpose.