Brand Tone

Inspirational, Authentic, and Vibrant

Brand Values

• •Authenticity and Heritage
• •Artisanal Craftsmanship
• •Freedom and Individuality
• •Timelessness
• •Connection and Community

Best Practices

• •Consistently use words like "illuminate," "shine," "vibrant," "lightness," and "freedom" to reinforce the brand's core message.
• •In product descriptions and social media posts, connect the clothing back to its roots, mentioning artisan techniques (Adire, batik), African production, and cultural inspiration.
• •Position the clothing as long-lasting staples rather than seasonal trends, using phrases like "timeless pieces," "crafted to last," and "forever style."
• •Integrate "BE SHAMS, BE SEEN!" where appropriate, especially in social media bios, campaign hashtags, and as a closing statement to reinforce brand identity.
• •Maintain an uplifting and positive tone, using inclusive language, highlighting the unisex nature of the designs, and engaging with the audience in a friendly, authentic manner.

Social Perception

Shams House is perceived as a niche, culturally-rich brand that appeals to individuals who value unique design, ethical production, and bold self-expression. The focus on unisex clothing also positions it as inclusive. Customers likely see the brand not just as a clothing retailer, but as a supporter of African artisans and a purveyor of wearable art with a story. The tagline "BE SHAMS, BE SEEN!" reinforces the idea that wearing their clothes is a statement of confidence and individuality.

Copy Examples

• •Let the sun kiss your skin. ✨ Our new collection, 'Golden Hour,' has arrived. Each piece is a celebration of light, crafted with traditional Adire techniques by our partner artisans in Africa. Made to last, designed to be seen. Tap the link in our bio to shop the glow. #BeShamsBeSeen #AfricanPrint #SlowFashion
• •More Than Clothing. It's a Feeling. Experience the freedom of authentic African prints. Timeless designs, handcrafted with soul. Discover your light.
• •Wrap yourself in art. Our unisex kimono is made from 100% handcrafted cotton, featuring a vibrant batik pattern that tells a story of heritage and skill. Lightweight, versatile, and undeniably unique—it’s the timeless piece your wardrobe has been waiting for. Designed in London, authentically made in Africa.
• •Ready to be seen? Your exclusive look at our new prints.
• •Tired of blending in? Stand out in a world of fast fashion. Shams House offers unique, handcrafted African clothing that’s as individual as you are. Feel the freedom of vibrant prints and timeless style. Shop now and find your light. #ShamsHouse #UnisexFashion #ArtisanMade