Brand Tone

Elegant, Empowering, and Serene

Brand Values

• •Faith and Identity
• •Quality and Craftsmanship
• •Modern Modesty
• •Community
• •Authenticity

Best Practices

• •Use Evocative and Sensory Language: Instead of just "nice," use words like "fluid," "airy," "soft," "structured," and "serene." Describe how the fabric feels and how the piece makes the wearer feel.
• •Weave in the "Why": Connect products back to the brand's core values. A simple abaya isn't just a garment; it's a tool for "confidence," an expression of "identity," or a moment of "serenity."
• •Maintain a Tone of Quiet Confidence: The brand voice should be assured and calm, never boastful or loud. When addressing criticism or controversy, respond with grace and facts, reinforcing the brand's integrity.
• •Balance French Elegance with Universal Appeal: Continue using a mix of French and English, especially on global platforms like Instagram. Phrases like "La Une" or mentioning the boutique in Lyon add a chic, European feel that enhances the brand's premium positioning.
• •Foster Community Through Conversation: Regularly ask questions in captions and videos. Encourage followers to share their stories and styling ideas. This builds a loyal community that feels heard and valued, turning customers into brand advocates.

Social Perception

Yumna is largely perceived as a premium and trustworthy brand within its niche.

Copy Examples

• •Elegance in Every Thread. Modesty for the Modern Woman. Discover our collection of timeless abayas and hijabs, crafted with intention in the heart of France.
• •Where serenity meets style. Our 'Une' abaya moves with you, a quiet statement of grace and confidence. Designed not just to be worn, but to be felt. #Yumna #ModestFashion #Elegance
• •Meet the piece your wardrobe has been waiting for. The 'Amal' Kimono Blazer combines structured tailoring with a fluid silhouette, offering versatile elegance for any occasion. Made from a breathable crepe fabric, it drapes beautifully over any outfit, embodying strength and sophistication. Wear your values, effortlessly.
• •For you: A first look at our new collection ✨ or Inside: Timeless pieces for your summer wardrobe.
• •One scarf. Endless possibilities. How do you wear yours? Style is your signature. Our silk-blend scarves are back in stock! Find them at our boutique in Lyon or tap to shop. #YumnaFR #HijabStyle #Modesty