Brand Tone

aspirational, encouraging, and friendly

Brand Values

• •Individuality and Self-Expression
• •Versatility and Functionality
• •Quality and Curation
• •Holistic Well-being

Best Practices

• •Always Use Empowering Language: Frame your copy around the customer's potential and individuality. Use active, positive verbs that inspire confidence (e.g., "express," "transform," "conquer," "celebrate").
• •Maintain a Friendly and Approachable Voice: Use conversational language. Phrases like "we've got you covered" and the "xx" sign-off are good examples. Avoid overly technical jargon and keep the tone personal and welcoming.
• •Focus on the 'Why,' Not Just the 'What': Don't just sell a dress; sell the "adventure." Don't just sell activewear; sell the feeling of being "fit while looking fabulous." Connect the products to the lifestyle and values the brand represents.
• •Emphasize Curation and Trust: Consistently use words like "curated," "selected," and "favorite" to reinforce the idea that tomE MAY is a trusted style editor, saving the customer time and effort.
• •Be Consistent Across All Touchpoints: Ensure the aspirational, friendly, and empowering tone is reflected everywhere, from the website and product descriptions to email newsletters, social media (if adopted), and even customer service interactions. This creates a cohesive and reliable brand identity.

Social Perception

The social perception of tomE MAY is currently limited and largely unformed in the public digital space due to a lack of significant online footprint beyond its own website. It is primarily shaped by the brand's own curated presentation as a direct-to-consumer entity with a physical retail location, perceived as a local or niche boutique focusing on a curated collection of multi-brand apparel.

Copy Examples

• •tomE MAY: The One My Everything. Curated collections for every part of you. From your morning run to your evening out, find the pieces that tell your story. Live your style.
• •(Image: A woman laughing, wearing a stylish jogger set while holding a coffee) Caption: 'Leisure wear that understands your weekend. Soft fabrics, chic design, and the comfort to take on anything from a coffee run to a cozy afternoon in. That's not just style, that's feeling great in your own skin. #tomEMAY #TheOneMyEverything #LeisureWear #StyleAndComfort'
• •The Lifestyle Dress That Does It All. Life is an adventure, and you need a wardrobe that can keep up. This effortlessly chic dress is your perfect companion, transitioning from a day at the office to a night on the town with a simple change of accessories. Because at tomE MAY, we believe style shouldn't mean sacrifice.
• •Find 'The One' For Your Wardrobe ✨
• •Why tomE MAY? Because we believe fashion is about feeling great in every moment. We're Lee and Nicole, and we've carefully curated a collection of athletic, leisure, and lifestyle wear to help you express your unique personality. We're here to help you find 'The One' that feels like you.