Brand Tone

friendly, approachable, and community-oriented

Brand Values

• •Passion and Dreams
• •Community and Connection
• •Accessibility and Affordability
• •Uniqueness and Curation
• •Family

Best Practices

• •Always use welcoming, inclusive, and friendly language, addressing the audience directly.
• •Regularly weave in the brand's origin story and its 'why' to build personal connections.
• •Celebrate the community by featuring customer content, mentioning local events, and collaborating with local businesses.
• •Focus on the feeling and emotions associated with the products, such as confidence, joy, and memories.
• •Maintain a personal touch through small gestures like handwritten notes or personalized social media responses.

Social Perception

Millie and Joy is perceived as a positive, welcoming, family-friendly 'cute little boutique' with a great selection. Its founder's inspiring story and active community involvement are highly valued.

Copy Examples

• •Unbox your joy! ✨ Our new collection has arrived, filled with unique pieces to make your everyday special. Stop by and find the perfect outfit to create new memories in. #MillieAndJoy #NewCollection #ShopLocal
• •That feeling when you find the perfect dress. Effortlessly chic and endlessly versatile, this floral number is ready for all your spring adventures. Come twirl with us! #OOTD #SpringFashion #BoutiqueStyle
• •Treat yourself (and your wallet!). Our seasonal sale is on now. Discover beautiful finds at prices that will make you smile. Don't wait, these gems won't last long! #Sale #FashionDeals #RahwayNJ
• •From a dream to your new favorite outfit. Every piece at Millie and Joy is chosen with passion. Thank you for being a part of our story. ❤️ #FounderStory #FollowYourDreams #CommunityLove
• •We love seeing you in your Millie and Joy finds! Tag us in your photos for a chance to be featured. Let's share the joy of great style! #CustomerLove #MillieAndJoyStyle #RahwayIsHappening