Brand Tone

Personal, heartfelt, welcoming, gentle, encouraging, and empathetic.

Brand Values

• •Authenticity
• •Passion
• •Care & Personal Connection
• •Dream & Aspiration
• •Beauty & Self-Esteem

Best Practices

• •Always Write from Sara's Perspective: Use "I" and "my" to maintain the personal, founder-led narrative. The brand's strength is its human element, so every piece of copy should sound like it's coming directly from her.
• •Focus on Emotion Over Features: Instead of just describing a fabric, describe how it feels to wear it. Connect the clothing to feelings of confidence, authenticity, and beauty, reinforcing the brand's core values.
• •Use Welcoming and Inclusive Language: Employ words like "welcome," "friend," and "you" to create a sense of community and personal relationship with each customer, making them feel seen and valued.
• •Tell the Story in Snippets: Not everyone will read the "About Us" page. Weave the brand's story and values—passion, care, authenticity—into product descriptions, social media captions, and even transaction emails to ensure the message is consistent everywhere.
• •Maintain a Gentle, Encouraging Tone: The copy should be supportive, never prescriptive. It's about helping the customer find *her* style, not telling her what to wear. Avoid aggressive sales language and focus on inspiration and connection.

Social Perception

Currently controlled entirely by the brand's own messaging on its website, shaped by the founder's personal story and curated product feel, relying solely on established trust due to a lack of external social proof.

Copy Examples

• •More than just clothes. These are pieces chosen with heart, so you can feel like your most authentic self. Welcome to my dream, Nima Shop.
• •The kind of dress that feels like it was made for you. Designed not just to be worn, but to be lived in—ready for your morning coffee, your big presentation, and everything in between. Feel beautiful, feel you.
• •My name is Sara, and this shop is my passion project. As a mom, I know that life gets busy, but I believe every woman deserves to feel truly beautiful. That's why I personally select every item, hoping it brings a little bit of joy and confidence to your day.
• •A little something chosen for you, from me.
• •Thank you for being part of this little story. I'm smiling on this side knowing that your order is on its way to you! With gratitude, Sara.