Brand Tone

Empowering, Bold, Unapologetic, and Personal. The language is direct, confident, and deeply relatable, fostering community and authenticity, with a sub-tone of cultural pride.

Brand Values

• •Feminist Empowerment
• •Boldness & Self-Expression
• •Inclusivity and Safety
• •Authenticity
• •Community

Best Practices

• •Always circle back to the core values of empowerment, boldness, and inclusivity, framing content within the "Femwood movement."
• •Maintain a personal, direct tone by using "I" for the founder's perspective and "you" to address the customer, fostering connection.
• •Use confident and bold language, strong active verbs, and avoid passive or overly soft phrasing to reflect the brand's directness.
• •Continue to blend personal stories and pop culture references with product marketing to maintain authenticity and relatability.
• •Develop a keyword lexicon of on-brand words (e.g., bold, unapologetic, statement, power, movement, pride, express, declare) for consistent voice.

Social Perception

The brand is perceived as an extension of its founder, a small, independent business with a strong, positive mission. Its handmade items and powerful messaging appeal to those seeking value-aligned support, creating an image of a modern, multifaceted, and relatable brand through a blend of feminist statements, cultural references, and pop culture.

Copy Examples

• •Your space should speak your mind. Our Fem Signs are more than decor; they're daily declarations. Be bold, be seen, be unapologetically you. #stonefemwood #FemaleEmpowerment #BoldDecor
• •Wear your pride, loud and clear. These aren't just earrings; they're a statement. Crafted with love and a whole lot of boricua soul, the 'P FKN R' earrings are for those who carry their heritage with passion. Lightweight for all-day wear, but heavy on impact.
• •Beyond Decor. This is a Movement. Welcome to stonefemwood.
• •New Arrivals: For the bold, the brave, and the badass.
• •From a bold idea... to your new favorite statement piece.