Brand Tone

Elegant, aspirational, culturally rooted, sophisticated, and empowering. Uses rich and evocative language like "scintillating," "luscious," "enchanting," and "royal."

Brand Values

• •Celebration of Indian Heritage
• •Empowerment of Women
• •Contemporary Aesthetics
• •Quality Craftsmanship

Best Practices

• •Maintain an Elegant and Evocative Tone: Consistently use sophisticated and descriptive language that reflects the luxury and artistry of the brand. Words like "heritage," "artisanal," "handcrafted," "regal," and "timeless" should be staples in your brand vocabulary.
• •Center the Narrative on Heritage and Modernity: Every piece of copy should ideally weave together the story of traditional Indian craftsmanship and its adaptation for the contemporary woman. This is your unique selling proposition and should be reinforced at every touchpoint.
• •Speak to the Aspiration of the Customer: The copy should not just sell a product but an experience of elegance, confidence, and empowerment. Focus on how the wearer will feel and the statement she will make.
• •Ensure Visual and Textual Harmony: The tone of the copy must match the high-quality, aspirational imagery used on your website and social media. This consistency creates a powerful and believable brand narrative.
• •Address Customer Feedback Subtly: While maintaining a positive and aspirational tone, it would be prudent to subtly address concerns found in negative reviews. This can be done by proactively highlighting the authenticity of your designs, your commitment to quality, and your dedication to customer satisfaction in your copy. For example, phrases like "Authentically designed in-house" or "Our commitment to quality and you" can help build trust.

Social Perception

Dichotomous: Perceived as a desirable designer label offering beautiful and regal occasion wear by its target audience on high-end fashion platforms, recognized for fusion and Indo-Western styles. However, on general consumer review platforms, there are past accusations of plagiarism and poor customer service. Overall, it has a generally positive but not flawless reputation (4.3-star on Justdial).

Copy Examples

• •Introducing 'Ibadat' - A prayer whispered in threads of gold. Our new collection is a symphony of traditional craftsmanship and contemporary silhouettes, designed for the woman who carries her heritage with grace and style. Explore the collection and find the piece that speaks to your soul. #AjieshOberoi #IndianCouture #HeritageRedefined
• •This Diwali, illuminate your celebrations with the timeless elegance of Ajiesh Oberoi. Our handcrafted kurta sets, in rich velvets and silks, are designed to make you feel nothing less than royal. Shop now and embrace the festive spirit in style. #FestiveWear #DiwaliOutfit #LuxuryFashion
• •Where Heritage Meets Haute Couture. Discover handcrafted occasion wear that celebrates the art of Indian embroidery and the spirit of the modern woman.
• •Feel the regal charm in our exquisite wine-colored sharara set. The flowing silhouette, paired with intricate cutdana embroidery, creates a look that is both timeless and breathtaking. Perfect for any special occasion, this ensemble is a testament to the beauty of Indian craftsmanship. #ShararaSet #WeddingWear #IndianFashion
• •As a valued member of the Ajiesh Oberoi family, we invite you to an exclusive preview of our latest collection. Be the first to experience our new designs, meticulously crafted to empower and adorn. Your journey into elegance continues here.