Brand Tone

Empathetic & Empowering, Respectful & Dignified, Sophisticated & Cultured, Purpose-driven & Authentic, Hopeful & Resilient

Brand Values

• •Empowerment
• •Dignity & Respect
• •Craftsmanship & Quality
• •Sustainability & Ethical Practices
• •Cultural Heritage
• •Community
• •Transparency

Best Practices

• •Always Lead with Impact: Start by highlighting the "why" behind the brand – the empowerment of refugee artisans and the preservation of heritage. Ensure the social mission is woven into all communication, not just an afterthought.
• •Use Respectful and Empowering Language: Refer to the artisans as skilled "artists" or "colleagues." Focus on their talent, resilience, and the positive impact of their work, avoiding language that portrays them as mere recipients of aid.
• •Showcase Authenticity Through Storytelling: Share genuine stories of the artists (with their consent and respecting their privacy), the inspiration behind designs, and the cultural significance of the embroidery. Let the humanity of the brand shine through.
• •Maintain an Elegant and Sophisticated Aesthetic: Ensure all visuals and written content reflect the luxury quality of the products and the rich cultural heritage they represent. This applies to website design, social media posts, and marketing materials.
• •Educate and Inspire: Use copy to inform the audience about the intricate craftsmanship, the history of the embroidery techniques, and the broader context of ethical and sustainable fashion. Inspire them to be part of a movement that values both beauty and humanity.

Social Perception

Ethical Luxury Brand, Agent of Positive Change, Guardian of Cultural Heritage, High-Quality & Unique, Inspiring & Reputable

Copy Examples

• •Headline: Wear a Story. Empower a Life. Body: Discover the exquisite artistry of hand-embroidered keffiyehs and accessories, each piece a testament to heritage and hope. Crafted by talented refugee artisans, your SEP purchase directly supports their journey to economic independence. Style with soul.
• •Headline: Beyond Fashion. A Tapestry of Dignity. Body: SEP is more than a luxury brand. We are a Social Enterprise Project, weaving together Italian design and the timeless skills of Middle Eastern artisans. Every stitch empowers. Every creation celebrates resilience. Choose meaningful luxury.
• •Headline: Heritage Reimagined. Futures Rewritten. Body: Experience the unique fusion of ancestral embroidery and contemporary elegance. Our artists, resilient women from the Jerash camp, pour their hearts and heritage into every piece. Own a masterpiece. Champion change.
• •Headline: The Art of Empowerment. Stitched with Pride. Body: Each SEP creation is a dialogue between tradition and modernity, a symbol of strength and artistry. We partner with refugee women, valuing their talent and fostering economic self-sufficiency. Invest in beauty that gives back.
• •Headline: Conscious Luxury. Crafted with Purpose. Body: Elevate your style with pieces that carry profound meaning. As a certified B Corp, SEP is committed to ethical practices and empowering communities. Choose accessories that reflect your values and tell a story of hope and heritage.