our guest is our “why”
inspired by beauty
OUR MISSION
Arula was founded to raise the bar on the mid and plus size shopping experience and erase industry standards.
/’a.ru.la/ Arula means, “Shining as the sun, brilliant, filled with grace, base of an altar.”
Arula is her happy place.
Arula celebrates and reflects her shining spirit.
Arula finds beauty in the details, and grace in the moments where she can be a positive inspiration to others.
Here to make life a little more beautiful
...
we believe
that feeling beautiful has a halo effect.
... that real connections happen through lifting each other up. ... in the power of positivity and that smiles go viral. ... that a great outfit can change your mood. ... that a genuine compliment can make your day.
MANIFESTO
ARULA IS
Beautiful
True beauty in that natural, radiant kind of way. Knowing that “pretty” is so much more than what fits into the cookie-cutter definition.
Authentic
She’s the real deal. Your go-to for an honest answer. Earning trust through consistency and sincerity.
Feminine
An effortlessly beautiful approach to every day. Graceful and sometimes girly. At the pulse of what it means to be a woman.
PositiveNaturally optimistic—starting each day looking into her bright future and choosing to be a shining light in the world. Spreading kindness and creating waves of positivity.
Inviting
Warm & welcoming. This is her happy place— uplifting and serene. It’s where she comes to be cared for and adored, has fun and leaves feeling amazing.
27 years old
It’s her time to shine and her best year yet! She knows who she is— creative, optimistic and adventurous—she is loving life!
Who is Alivia
Age: At 27, I know who I am and I’m loving life!
Occupation: I teach kindergarden. It’s so fun and every day is different. I learn so much from my kids—so grateful to be teaching, creating and doing exactly what I love.
Where you live: Golden, Colorado is my little slice of heaven. I can never be too far from nature (or family)—this is what feeds my soul.
Describe yourself: I’m a people-person, I believe that good things come when you put positive energy into relationships. I’m down to earth and try very hard not to take life too seriously. I love to laugh almost as much as I love to make others laugh!
What are you passionate about? I love dogs, kids and honestly anything that grows! You might find me spending a Saturday volunteering to help with any one of these causes. For me giving back is everything—even the smallest gestures can make big impacts.
How do you define your style? I wear what makes me feel beautiful, comfortable & most like myself. Sometimes it’s a beautiful flowy dress, most of the time it’s my go-to favorite jeans.
Who inspires you? My mom of course, she’s my rock.
I’m inspired by strong women, wherever I find them. My second-grade teacher, my girlfriends (my besties are some of the strongest women I know) or my high school volleyball coach—I still text her for advice.
What is your motto? People will forget what you said, people will forget what you did, but people will never forget how you made them feel. – Maya Angelou.
THE ARULA GUEST
WE ARE WE ARE NOT
Self-aware
Feminine
Approachable
Authentic
Adventurous
Self-promoting Sexy
Austere
Juvenile Urban
Edgy
Negative Trendy
Pretentious Overcautious Beautiful Youthful Suburban Optimistic On trend
Arula is her happy place
This is the place to make lasting connections, to brighten her day. There is no other place to shop that makes her feel this special.
OUR STORE EXPERIENCE
Alivia is social
Arula uses social media to power community and build relationships. We create content that tells a story, takes her places and most of all, inspires her. We see social media as a two-way conversation; she tells us what she wants and lets us know when it’s time for something new.
Much of our content is user-generated—we believe the most powerful marketing comes from our guests’ authentic voices.
CONNECTIONS
Would Alivia love it? Is it beautiful?
Does it feel like us?
Does it evoke emotion?
Does it inspire?
Is it quality?
Would it make her feel good?
Is there a better way?
Are we proud of it?
THINGS WE ASK OURSELVES
LOGOTYPE, TAGLINE & ICON
HEAD
Extra Bold
Bold
Semi Bold
Medium
Regular Light
TEXT
Extra Bold
Bold
Semi Bold
Medium
Regular Light
STANDARD
Heavy Black
Bold
Semi Bold
Regular
Light
Extra Light
Thin
ITALIC
Heavy Black
Bold
Semi Bold
Regular
Light
Extra Light
Thin
FONTS
girl boss script
MAGNAT FAMILY
GIRL BOSS
TRENDA FAMILY
WARM GRAY
NEUTRAL ACCENT
PMS WARM GRAY 1 #DBD3CB
COLORS
VIVID PEACH BOLD MAIN COLOR
PMS 487U #EDA28B
CORAL PEACH POP ACCENT
PMS 7625 U #EA776C
LIGHT PEACH SOFT ACCENT PMS 7605 U #EAC4BE
LIGHT BLUE SOFT ACCENT
PMS 2707 U #C7DBF4
DEEP TEAL DARK ACCENT
PMS 546 U #344044
TERRACOTTA
WARM ACCENT
PMS 7608 U #AB6E5F
Curves, textures and layering are at the core of the Arula brand direction. We seasonally incorporate new color palettes, textures and typefaces— the essence of our brand is maintained by the artful application of these attributes.
DESIGN CUES
GOLD IS OUR PREFERRED METALLIC
stand out. for good.
Within the communities we call home, we partner seasonally with local non-profits who provide relief, compassion, and love to our neighbors and their children who find themselves in need. With over 4,000 partners and counting, these efforts leave a positive impact across the United States.
Globally, we partner with several non-profits who educate and uplift children of third world countries to ensure a bright future and promise of a healthier tomorrow. These organizations provide schools and housing, build clean water sources, and teach communities how to lead safer and more sustainable lives for themselves and for future generations.
Giving back—it’s not just what we do, but who we are.
GIVE BACK
inspired
