Wordsالأسلوب والنبرة
Voice & tone
Poetic, not flowery. Warm and personal. Assured, never loud.
شاعرية دون تكلّف، دافئة، واثقة دون ضجيج.
✦ From the guidelines
12 — Voice
How Velari speaks
✦ From the guidelines
01
Poetic, not flowery
Evocative words, short sentences. One image per line.
“Meet [piece name]: ivory crêpe, stitched with plum.”
«تعرّفي على [اسم القطعة]: كريب عاجي، مطرّز بالبرقوقي.»
02
Warm & personal
Speak to one woman, as at a private appointment.
“Tell us the occasion and we'll bring the pieces to you.”
«أخبرينا عن المناسبة، ونحضر القطع إليكِ.»
03
Assured, never loud
Let the craft speak. No shouting, no discount language.
“Hand-finished. Made to be remembered.”
«لمساتٌ يدوية. صُنعت لتبقى في الذاكرة.»
Tone
Where the voice sits
Proposed extension
By touchpoint
The voice at work
Proposed extension
| Touchpoint | Tone | Example |
|---|---|---|
| Instagram caption | Poetic, one image | Layali, in deep plum georgette. Ivory vines, stitched by hand. |
| WhatsApp reply | Warm, personal | Good evening. Najma is ready for you. Would Thursday suit for a private viewing? |
| Hang tag | Assured, minimal | Najma. Ivory crêpe. 3 m. Hand-finished. |
| Website piece page | Story, then facts | A scatter of stars climbs from the hem… then fabric, cut, care, price. |
| Order confirmation | Calm, clear | Your piece is being wrapped. We'll message you when it leaves the atelier. |
| Sold-out piece | Gracious | Thurayya has found her home. Tell us the occasion and we'll suggest her sisters. |
Word list
Choose and avoid
Proposed extension
✓Words we use
piece · named · hand-finished · stitched · the atelier · appointment · occasion · for you · evening · light · 3 m cut · made to be remembered
✕Words we avoid
SKU / code · sale · discount · % off · hurry · limited time · cheap · must-have · slay · !!! · ALL CAPS · product
Style
Editorial rules
Proposed extension
| Topic | Rule | Example |
|---|---|---|
| Spelling | British English | colour, centre, jewellery |
| Brand name | Velari Atelier; Velari on second mention | Never VELARI in running text |
| Piece names | Capitalised, italic inline | Meet Najma |
| Length | 3 m, with a space; never 3mtr | 3 m cut |
| Price | AED before the number, no decimals | AED 1,450 · ١٬٤٥٠ د.إ |
| Dates | Day month year | 12 March 2026 |
| Exclamation marks | None | — |
| Emoji | At most one, and only ✦ or 🤍 in social | ✦ |