Brand Tone

Supportive, Empowering, and Friendly

Brand Values

• •Community & Understanding
• •Quality & Curation
• •Customer-Centric Service
• •Honesty & Integrity
• •Practicality & Style

Best Practices

• •Always Speak to "Mama": Use inclusive, warm, and direct address forms like "you," "mama," and "mums-to-be." This maintains the friendly, personal tone and makes the reader feel seen and understood.
• •Lead with Empathy and Understanding: Start copy from a place of shared experience. Acknowledge the challenges and joys of motherhood (e.g., "Feeling overwhelmed?" "We've been there."). This reinforces the brand's core value of community.
• •Balance Function with Fashion: In every product description, highlight both the practical benefits (e.g., "side access for feeding," "supportive band") and the stylistic elements ("flattering," "stunning dress," "stylish"). This speaks directly to the modern mother who doesn't want to choose between the two.
• •Use Empowering, Positive Language: Frame product benefits around how they will make the customer feel: confident, supported, comfortable, stylish, prepared. Avoid negative framing and instead focus on solutions and empowerment.
• •Maintain a Consistent "No-Nonsense" Honesty: While the tone is friendly, it's also direct and credible. Back up claims with facts (e.g., "thick fabric," "expert fitting") and be clear about what a product does. This builds on the brand value of "honesty, integrity and no BS fashion advice."

Social Perception

Overwhelmingly positive; viewed as a Trusted Expert, a High-Quality Retailer, a Lifesaver for Mothers, and a Genuinely Caring Company.

Copy Examples

• •From boardroom to baby shower, and every moment in between. Our Trina Shirred Dress isn't just a maternity dress; it's your go-to for feeling amazing at every stage. Designed to be worn with or without a bump, because style doesn't take a 9-month pause. We get you, mama. #PreggiCentral #MaternityStyle #DressTheBump
• •Feeling overwhelmed by the 'what to pack' list? Take a deep breath. We've been there. Our customizable Hospital Bag Bundles have everything you need for labour, recovery, and those precious first moments. Build your bundle today and get 10% off. Let's get you ready for the big day, stress-free. #HospitalBag #NewMum #PregnancyJourney
• •The search for a comfortable, functional, AND supportive nursing bra is over. Our team of expert fitters has curated Australia's largest range of maternity bras to help you feel supported and confident. Whether you need underwire, wire-free, sleep, or sports styles, we're here to help you find the perfect fit for your body. Because you deserve to feel comfortable on your breastfeeding journey. #NursingBra #BraFitting #PreggiCentralFamily
• •One pair of leggings, endless comfort. Our fave maternity leggings are anything but basic. How would you wear them? #MaternityLeggings #PregnancyStyle #OOTD #PreggiCentral
• •Meet the pants you'll live in. Crafted from a premium, thick ponte fabric, these bootleg pants offer the perfect blend of structure and stretch. The supportive over-the-belly band sits smoothly, never rolls, and grows with you for all-trimester comfort. Polished enough for the office, yet comfy enough for lounging at home, they're the versatile piece your maternity wardrobe is missing. #ComfortAndStyle #MaternityWorkwear