Brand Tone

Authentic & Rooted, Empowering & Celebratory, Artistic & Elegant, Conscious & Ethical, Approachable & Passionate

Brand Values

• •Heritage & Craftsmanship: Preserving and promoting traditional Indian crafts, especially Jaipur block-printing and tie-dye.
• •Empowerment: Supporting local artisans, particularly women, by providing livelihoods and a platform for their skills.
• •Authenticity: Offering genuine handcrafted products that reflect Indian culture and artistry.
• •Customer Celebration: Aiming to make women feel good and express their individuality through their clothing.
• •Quality & Comfort: Providing well-made apparel using quality fabrics, with a blend of traditional aesthetics and modern comfort.
• •Affordability: Striving to bring the cotton culture and tie-dye legacy of Jaipur to customers at a reasonable price.
• •Ethical Practices: Implied through their focus on artisans and handcrafted processes, and mentioned by the founder as a goal towards zero-waste.

Best Practices

• •Lead with Heritage & Craftsmanship: Always weave in the story of Jaipur, traditional techniques (like block-printing and tie-dye), and the handcrafted nature of the products. Use evocative language that paints a picture of the artistry involved.
• •Emphasize Empowerment & Ethical Values: Regularly highlight the support for local artisans and their communities. This resonates with conscious consumers and adds depth to the brand narrative.
• •Speak to the Modern Indian Woman: Address her desire for clothing that is both traditional and contemporary, stylish, comfortable, and allows for self-expression.
• •Use Authentic & Evocative Language: Incorporate words that reflect the brand's values: "handcrafted," "artisanal," "heritage," "Jaipur," "authentic," "vibrant," "elegant," "conscious," "empowering," "celebrate."
• •Maintain Visual-Textual Harmony: Ensure that the copywriting on social media and the website complements the visual aesthetic, which is typically rich in color, pattern, and shows the garments in relatable, aspirational settings.

Social Perception

Positive Customer Feedback, Appreciation for Artisan Support, Recognized for Ethnic Wear, Growing D2C Brand, Association with Jaipur

Copy Examples

• •Headline: Drape Yourself in Heritage. Discover Maaesa. Body: Each Maaesa piece is more than just clothing; it's a story whispered by artisans from Jaipur. Feel the touch of tradition, the vibrancy of handcrafted prints, and the spirit of India in every thread. Wear your story. Call to Action: Explore Our Handcrafted Collections.
• •Headline: Celebrate Your Spirit. Empower Their Hands. Body: At Maaesa, we believe in the modern woman – confident, radiant, and rooted. Our designs celebrate you, while empowering the skilled artisans who bring them to life. Choose fashion that feels good, and does good. Call to Action: Shop Ethical. Radiate You.
• •Headline: Jaipur's Artistry, Woven for You. Body: From the heart of Rajasthan, where color dances and traditions breathe, Maaesa brings you timeless elegance. Our block prints and tie-dye creations are a testament to generations of skill, designed for your contemporary life. Call to Action: Discover the Magic of Maaesa.
• •Headline: Comfort in Every Thread, Culture in Every Hue. Body: Experience the unmatched comfort of natural fabrics and the soul of Indian craftsmanship. Maaesa offers apparel that flows with you, blending heritage with modern wearability, all at prices that cherish both you and our artisans. Call to Action: Embrace Handcrafted Luxury.
• •Headline: More Than Fashion. It's a Maaesa Story. Body: Inspired by the dazzling heritage of Jaipur, Maaesa was born to bring authentic, handcrafted beauty to your wardrobe. Join a community that values artistry, empowers creators, and wears its culture with pride. Call to Action: Be Part of Our Story. #TrendeverydaywithMaaesa