Brand Tone

Empowering, Confident, Authentic, Unapologetic, Friendly, Approachable, Trendy, and Enthusiastic

Brand Values

• •Empowerment
• •Authenticity
• •Affordability & Style
• •Individuality
• •Customer Connection

Best Practices

• •Always Circle Back to 'Confident and Fearless': Ensure that messaging, whether directly or indirectly, ties back to the core idea of empowering women to feel self-assured and bold in their fashion choices.
• •Don't be afraid to use relatable language and share the human side of the brand, just as the owner does in 'Our Story'.
• •Champion Individuality: Regularly create content that celebrates diverse styles and preferences, reinforcing the idea that it's okay to go against the grain and love what you love (e.g., 'flare jeans NEVER went out of style').
• •Maintain a friendly and approachable tone by using conversational language and sharing behind-the-scenes glimpses of the business.
• •Emphasize affordability and trendiness in product descriptions and promotional materials, highlighting the value proposition for customers.

Social Perception

Relatable, Fashion-Forward yet Accessible

Copy Examples

• •dress confidently and live fearlessly
• •express their authenticity through fashion and be unapologetic in their boldness
• •Hello!
• •affordable, trendy, must-have styles
• •Browse our affordable, must-have styles and embrace your authentic self.