1. What is the purpose of your brand?

Our brand was created to revolutionise the idea of "Beauty Sleep" with the most luxurious, skin-improving material available from nature. Mulberry silk is the highest quality silk available for purchase. The silkworms of the Bombyx mori moth are fed only Mulberry leaves, the resulting silk is some of the finest available in the world.

2. Who is your target audience?

Main traits of target audience: Stylish, clued-in, well-traveled women and men who believe that self-care is one of the most important keys to a happy, successful and fulfilling life - individuals who will invest in themselves with the latest cutting-edge beauty solutions to achieve that aim.

3. How can your brand impact the world?

We have plans to create a sustainable eco-friendly system that includes supporting an age-old tradition of silkworm farming and harvesting. Besides providing work, income and livelihoods to traditional silk farmers, we will be investing in R&D to develop new varieties of silk infused with beneficial ingredients that can aid skin conditions while wearing or in contact with the products.

4. Why should people buy from you?

We will be priced fairly, providing value and unmatched quality compared with other competitors.

5. What problem are you solving?

Long term usage of mulberry silk can delay the signs of aging. It provides a more restful sleep and hence a more rejuvenated mental and physical state. In the production process, we will be providing jobs, creating a sustainable supply source for the silkworm farming community.

6. What is the tone of your brand?

Modern, stylish, fashionable, cutting-edge yet clear, precise and backed with scientific and well-researched facts.