Brand Tone

approachable, confident, encouraging, friendly, and aspirational

Brand Values

• •Confidence
• •Family and Legacy
• •Passion and Expertise
• •Entrepreneurial Spirit

Best Practices

• •Always Circle Back to Confidence: Every piece of copy, from a tweet to a product description, should echo the core value of empowerment and confidence. Use strong, encouraging language.
• •Maintain the Personal Touch: Continue using phrases like "Hey Beauties" and telling the story of the brand's origins. This personal connection is a key differentiator.
• •Use "You"-Centric Language: Frame your copy around the customer. Instead of "We sell dresses," use "You'll feel incredible in our new dress."
• •Keep it Aspirational but Attainable: The tone should inspire customers with fashion-forward ideas while remaining grounded and accessible. Avoid overly exclusive or technical jargon.
• •Be Consistent Across All Channels: The confident, friendly, and encouraging voice on Instagram should match the tone of the website, emails, and any future marketing materials to build a cohesive and recognizable brand identity.

Social Perception

a personal, small-scale boutique with a distinct and trendy style curated by its owner; authentic, trustworthy, relatable, and aspirational

Copy Examples

• •Stop scrolling. This is the dress your weekend has been waiting for. The ‘Khloe Jumpsuit’ isn't just an outfit; it's a mood. Ready to feel amazing? Tap to shop. #ShopARIALUX #ConfidenceIsKey
• •Your wardrobe is a story. Let's make it a bestseller. Discover our latest collection of handpicked styles designed to make you feel as incredible as you are.
• •For the Bold, the Confident, and You.
• •Meet our ‘Essential Dress’: The perfect blend of chic and comfortable. With its double-lined fabric and mock neck detail, this midi dress is designed to hug your curves and boost your confidence from morning coffee to evening cocktails. Because you don’t just wear ARIALUX, you live in it.
• •From a little girl captivated by New York boutiques to a business owner and mother, ARIALUX was born from a passion for fashion. Each piece is chosen with one goal: to help you walk into any room and own it. This isn't just about clothes; it's about the confidence you wear with them.