Brand Tone

Aspirational, sophisticated, yet accessible and celebratory.

Brand Values

• •Craftsmanship and Quality
• •Indian Heritage and Artistry
• •Customer Experience
• •Affordability

Best Practices

• •Bridge the Online-Offline Experience: The aspirational and customer-centric tone online must be reflected in all touchpoints, especially in-store. Train staff to embody the brand values of being welcoming, helpful, and appreciative of every customer. The negative reviews are a significant threat to the brand's reputation.
• •Emphasize the 'Why' in Your Story: Go beyond describing the products. Tell the story of the artisans, the inspiration behind the designs, and the founder's vision of celebrating Indian culture. This builds an emotional connection with the audience.
• •Use Consistent Language: Create a brand vocabulary guide with terms like "handcrafted," "artistry," "timeless," "heritage," and "affordable elegance." Use these consistently across the website, product descriptions, and any future marketing materials.
• •Showcase Versatility and Occasions: Connect the products to the customer's life. Use copy that illustrates how a piece can be worn for different events ("from day to night," "celebrate your special moments"), making the purchase feel more practical and valuable.
• •Encourage and Feature Positive Customer Stories: Actively seek and showcase positive reviews and user-generated content (when social media is established). This will help build social proof and counteract negative feedback, reinforcing the brand’s desired perception as a beloved part of their customers' lives.

Social Perception

Dual-sided: positively perceived online for beautiful, unique, trendy, and affordable products; negatively perceived offline for customer service issues and owner's attitude. There is a disconnect between the elegant, customer-focused image projected online and the in-store experience.

Copy Examples

• •Discover the art of tradition, reimagined. Our new collection blends timeless Indian craftsmanship with a modern soul. Each piece is a story, handcrafted just for you. Find your new heirloom at Kfoxy.
• •Why wait for a special occasion to feel extraordinary? Adorn yourself with the affordable elegance of Kfoxy. Handcrafted pieces that make every day a celebration. Shine on.
• •At Kfoxy, we believe elegance is for everyone. Explore our world of exquisite, handcrafted jewelry and accessories, where high-fashion design meets accessible prices. Your journey to timeless style starts here.
• •From boardroom meetings to evening soirées, these versatile earrings are your perfect companion. Handcrafted with intricate detail and 22KT gold plating, they offer a touch of sophisticated glamour to any outfit. Effortless elegance, designed for the modern woman.
• •A touch of sparkle, a dash of heritage. The pieces you’ve been dreaming of are here. As a valued member of the Kfoxy family, get an exclusive first look at our latest designs that celebrate the perfect balance between traditional charm and contemporary appeal.