Brand Tone

Elegant & Sophisticated, Personal & Caring, Empowering, Respectful & Culturally Rooted, Authentic & Passionate

Brand Values

• •Client-Centricity
• •Quality Craftsmanship
• •Inclusivity & Empowerment
• •Tradition & Modernity
• •Community
• •Integrity & Respect
• •Authenticity

Best Practices

• •Embody "Elegant Empowerment": Ensure all copy, from product descriptions to social media captions, reflects a sophisticated yet empowering voice. Use refined language that also inspires confidence and celebrates the wearer.
• •Prioritize the Personal Touch: Address the audience directly and with warmth ("you," "your Thowby journey"). Incorporate the founder's voice or a similar caring, approachable tone in communications, especially in "About Us" sections, blogs, and customer service interactions.
• •Weave in Heritage with Relevance: Subtly integrate the brand's Emirati roots and the cultural significance of the abaya, but always connect it to the modern woman's lifestyle and aspirations. Avoid overly academic or exclusionary language.
• •Spotlight Quality and Craftsmanship: Use descriptive and evocative language to highlight the premium materials, meticulous design, and care that goes into each abaya. This reinforces the value and luxury aspect of the brand.
• •Foster Community and Inclusivity: Write copy that invites engagement, celebrates diversity, and makes all women feel welcome and understood. Use inclusive pronouns and imagery, and encourage sharing and interaction.

Social Perception

High-Quality & Luxurious, Trusted, Fashionable & Stylish, Culturally Significant yet Global, Community-Oriented, Empowering for Modest Dressers

Copy Examples

• •Thowby: Where Heritage Meets Modern Grace. Discover Your Signature Abaya, Crafted with Passion.
• •Embrace timeless sophistication with our [Abaya Name]. Woven from the finest [Fabric Type], its flowing silhouette and delicate [Embroidery/Detail] speak to the art of understated elegance. Designed not just to be worn, but to be lived in, empowering you with every graceful movement.
• •To our cherished Thowby family, your stories inspire us every day. Seeing you embrace your unique style in our abayas is our greatest joy. Share your #ThowbyMoments and let's celebrate the beauty of community and confidence together.
• •Born from a love for timeless tradition and a vision for contemporary modest fashion, Thowby is more than just abayas – it's a celebration of your individuality. Each piece is a promise of quality, elegance, and a connection to a heritage reimagined.
• •A Personal Invitation: Experience the Exquisite New Collection from Thowby.