Brand Tone

inspiring, hopeful, empowering, and compassionate. It's also story-driven and personal, focusing on the real lives impacted by their work. While professional in its business dealings, the communication style is warm and approachable.

Brand Values

• •Empowerment: A core value is empowering women artisans globally to overcome poverty and trafficking by providing sustainable job opportunities.
• •Fair Trade: Adherence to fair trade principles, including fair wages and safe working conditions, is central to their identity.
• •Relationships/Partnership: They value building relationships with artisans and creating a sense of partnership between artisans, customers, and sales consultants ("Partners").
• •Dignity: They emphasize providing dignified work and treating artisans as equal business partners.
• •Hope: As the name suggests, instilling hope is a fundamental value, aiming to create positive change in the lives of artisans and their communities.
• •Culture Preservation: They encourage artisans to preserve and celebrate their cultural heritage through their craft.
• •Quality: They challenge artisans to take pride in their work and pursue growth.

Best Practices

• •Lead with Impact: Always connect the products back to the positive change they create in artisans' lives. Focus on the "why" behind the "what."
• •Tell Authentic Stories: Share specific, genuine stories of the women artisans. Use their names, countries, and quotes when possible to make the connection personal and real.
• •Use Empowering Language: Employ words like "empower," "dignity," "opportunity," "hope," "resilience," and "partnership." Avoid language that implies pity or charity; focus on strength and collaboration.
• •Maintain a Hopeful and Positive Voice: Even when discussing difficult circumstances like poverty or trafficking, frame the narrative around the positive solutions and the hope that Trades of Hope offers.
• •Be Transparent and Sincere: Acknowledge the partnership model clearly and honestly. Build trust by being open about how the business works and the direct benefit to the artisans.

Social Perception

Generally, customers and supporters perceive Trades of Hope positively as a company making a tangible difference in the lives of women in underprivileged communities through ethical and fair trade practices. The stories of the artisans resonate deeply and create an emotional connection. Some observers and former consultants categorize Trades of Hope as a multi-level marketing (MLM) company, raising concerns typical to that business model, such as the potential for sales consultants to not earn significant income. However, the company asserts that its focus is on sustainable business for artisans and offers a partnership opportunity for sellers in the US. They state that artisans are paid 100% of their asking price.

Copy Examples

• •Headline: Wear a Story. Change a Life. Body: "Each piece you choose from Trades of Hope isn't just an accessory; it's a chapter in a brave woman's journey to empowerment. Discover handcrafted designs that carry hope from around the world, directly to you. Your purchase provides a fair wage, a dignified job, and a brighter future. #TradesOfHope #WearTheChange"
• •Headline: More Than Just Beautiful. It's a Livelihood. Body: "Behind every intricate bead and every woven thread is a woman reclaiming her story. [Artisan Name] from [Country] crafts this [Product Name] with skill and passion, earning a sustainable income to support her family and uplift her community. Choose fair trade. Choose hope. #EthicalFashion #EmpowerWomen"
• •Headline: Join a Sisterhood of Changemakers. Body: "Become a Trades of Hope Partner and turn your passion for style into a pathway for global impact. Share beautiful, ethically made accessories and home decor, and empower women artisans to rise above poverty. We give you the tools and stories to make a difference, one hopeful connection at a time. #JoinTheMovement #HopeDealers"
• •Headline: The Gift That Gives Back, Beautifully. Body: "Looking for a gift that truly matters? Our [Product Name], handcrafted by artisans like [Artisan Name] in [Country], is more than just a present. It’s a symbol of resilience, a testament to skill, and a direct investment in a woman's future. Give hope this season. #FairTradeGifts #MeaningfulGiving"
• •Headline: From Her Hands, To Your Heart. Body: "Experience the soul of craftsmanship with our latest collection. Every item tells a story of hope, perseverance, and cultural heritage. When you shop with Trades of Hope, you're not just buying a product; you're embracing a global community and fostering sustainable change. #ArtisanMade #GlobalImpact"