Brand Tone

Elegant & Sophisticated, Artisanal & Story-driven, Empathetic & Conscious, Approachable & Modern, Descriptive & Appreciative

Brand Values

• •Embracing Cultural Legacy
• •Enabling Artisan Triumph / Artisan Upliftment
• •Empowering Individuality
• •Quality Craftsmanship
• •Authenticity & Transparency
• •Timeless Elegance
• •Conscious Production/Sustainability

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the brand's tone (e.g., elegant, artisanal, empowering, respectful), key messaging points, preferred terminology (e.g., "handcrafted" vs. "handmade," "artisans" vs. "workers"), and words to avoid. This ensures everyone writing for the brand is aligned.
• •Prioritize Storytelling: Consistently weave in the narrative of cultural heritage, artisan skill, and the inspiration behind collections. Instead of just describing a product, tell the story of its creation or the tradition it represents.
• •Emphasize "The Three Pillars": Regularly connect copy back to the brand's core values: Empowering Individuality, Embracing Cultural Legacy, and Enabling Artisan Triumph. Let these pillars guide the messaging.
• •Use Evocative and Sensory Language: Describe the feel of the fabrics (e.g., "soft," "breathable," "luxurious"), the visual details of the prints ("intricate," "vibrant"), and the overall aesthetic ("timeless," "elegant," "effortless").
• •Maintain Authenticity and Transparency: Be genuine in communications. When discussing craftsmanship or artisan support, provide specific (yet respectful) details where possible. Ensure claims are accurate and reflect the brand's actual practices.

Social Perception

Positive Association with Handcrafted Quality, Seen as Stylish and Unique, Appreciation for Comfort and Practicality, Emerging Brand Awareness, Potential Skepticism in Some Online Spaces, Value for Heritage

Copy Examples

• •Each fold, a story. Each motif, a tradition. Our 'Amara' collection dress, handcrafted with ancient block-printing techniques by skilled Indian artisans, is more than attire – it's a piece of heritage you can wear. Embrace the art. Express your individuality. #17looms #HandcraftedHeritage #ArtisanMade #SlowFashion
• •Discover 'Elegante' by 17 Looms: Where timeless Chikankari artistry meets modern silhouettes. Each stitch whispers tales of Lucknow's rich cultural legacy, crafted to empower your unique grace. Shop the tradition, redefine elegance.
• •Feel the caress of pure, breathable cotton against your skin. This midi dress, adorned with an intricate floral jaal hand-block print, is a testament to the meticulous skill of our artisans. Designed for effortless movement and timeless style, featuring practical pockets for your essentials. A celebration of comfort and cultural artistry.
• •Behind the Looms: Meet the Artisans & Discover the Soul of Our New Collection ✨
• •Choose fashion that tells a story. At 17 Looms, we partner with Indian artisans to bring you exquisite, handcrafted textiles that honor cultural traditions and support skilled communities. Wear your values. Explore the collection.