Brand Tone

Empowering, Compassionate & Authentic, Hopeful & Positive, Artisanal & Respectful, Community-Focused

Brand Values

• •Empowerment
• •Dignity & Respect
• •Craftsmanship & Quality
• •Community & Support
• •Social Impact & Ethical Practices
• •Hope & Resilience

Best Practices

• •Always Lead with 'Why': Connect every piece of copy back to the core purpose of empowering refugee women. Remind the audience of the impact their engagement or purchase has.
• •Spotlight the Artisans (with dignity): Share individual stories, skills, and dreams of the women. Use their names (with permission) and highlight their craftsmanship. Ensure narratives are empowering, not exploitative.
• •Use Empowering and Positive Language: Words like 'empower,' 'dignity,' 'hope,' 'resilience,' 'skill,' 'community,' 'strength,' and 'opportunity' should be staples. Avoid language that evokes pity; instead, inspire admiration and solidarity.
• •Maintain Authenticity and Transparency: Be honest about the challenges and successes. Share behind-the-scenes glimpses. If discussing the refugee experience, do so with sensitivity and accuracy.
• •Create a 'Voice Guide' with Keywords: Develop a simple internal guide that lists core values, approved tone words, and phrases to avoid. This ensures consistency with the Amadea voice.

Social Perception

Amadea is perceived as a highly ethical and impactful brand that genuinely cares about the well-being and empowerment of refugee women. Customers and the public likely view purchases not just as acquiring a beautiful product, but as a direct contribution to a worthy cause. The brand is seen as authentic due to its consistent storytelling and focus on the artisans. The products are perceived as unique, meaningful, and of good quality, enhanced by the stories behind them. There is a strong sense of trust and goodwill towards Amadea due to its clear mission and transparent operations as a social enterprise.

Copy Examples

• •Each curve and bead of our 'Seri' necklace tells a story of resilience. Handcrafted with love by [Artisan's Name], this piece isn't just an accessory; it's a symbol of her journey to empowerment. Wear it proudly. ✨ #AmadeaDesigns #EmpowerWomen #HandcraftedHope
• •Your support does more than adorn – it uplifts. This month, thanks to your purchases, we've welcomed two new artisans into the Amadea family, offering them a path to stability and a community that cares. Discover the hands and hearts behind your jewellery.
• •Meet Fatima. When she first joined Amadea, her dream was simple: to provide for her children. Today, she's not only a skilled artisan but a mentor to others, her laughter echoing in our workshop. Every piece from our 'Legacy' collection helps women like Fatima write new chapters of strength. Link in bio to learn her full story.
• •Join a Circle of Change. Shop Amadea and directly empower a refugee artisan today. Every creation carries her hope.
• •Amadea: Jewellery handcrafted by refugee women, weaving threads of hope and dignity into every design. Wear the change.