Brand Tone

Artisanal, Elegant, Passionate, Authentic, Warm, Conscious

Brand Values

• •Craftsmanship & Quality: This is a core value, evident in the emphasis on 'handcrafted,' 'meticulously crafted,' and 'finest quality handcrafted products.'
• •Sustainability & Eco-consciousness: The use of natural, sustainable materials and responsible sourcing is highlighted. They state they are 'not further polluting the earth, and are keeping this craft industry alive.'
• •Authenticity & Tradition: The brand values its roots in Indian craftsmanship and aims to blend traditional techniques with modern design sensibilities.
• •Customer Satisfaction & Experience: Aurum Crafts aims to provide not just products but 'experiences which our esteemed buyers could cherish.' Positive customer service interactions are noted.
• •Creativity & Aesthetics: The desire to create 'beautiful and functional' products that offer 'great aesthetic sensibilities' is clear.
• •Social Responsibility: Supporting local artisans is a key aspect of their mission.

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Artisanal, Elegant, Passionate, Authentic, Warm, Conscious) with examples of 'do's and don'ts' for vocabulary, sentence structure, and style. This ensures everyone creating content is aligned.
• •Emphasize Storytelling: Share the stories behind the products, the artisans, the inspiration from Jaipur, and the sustainable practices. This reinforces authenticity and passion.
• •Use Sensory and Emotive Language: Words like 'lovingly handcrafted,' 'meticulously painted,' 'warmth,' 'cherished,' 'celebration,' and 'soulful touch' evoke the brand's artisanal and emotional connection to its products.
• •Maintain Visual-Verbal Consistency: Ensure the language used in copy complements the aesthetic of the product photography and website design – elegant, clean, and highlighting natural beauty.
• •Listen and Adapt (Slightly): While maintaining core consistency, pay attention to how customers talk about the brand and products in reviews and social media. Subtly incorporate resonant language or address common appreciation points to build a stronger connection. However, always steer back to the established brand voice.

Social Perception

Positive Customer Feedback: Customers generally perceive Aurum Crafts as a provider of high-quality, beautiful, and unique handcrafted homeware. They are appreciated for good value and customer service. Artisanal and Trustworthy: The emphasis on handcrafted quality by local artisans seems to resonate well, building an image of an authentic and reliable brand. Aesthetically Pleasing: The design and visual appeal of the products are frequently highlighted as reasons for purchase and satisfaction. Eco-Conscious Appeal: The focus on sustainable materials likely appeals to environmentally aware consumers.

Copy Examples

• •Facebook/Instagram Post (New Product Launch): Introducing the 'Mila' Serving Platter – where timeless tradition meets modern grace. Each platter is lovingly handcrafted by our Jaipur artisans from sustainably sourced acacia wood, bringing a touch of nature's elegance to your table. Make every meal a cherished memory. ✨ #AurumCrafts #HandcraftedHomeware #SustainableLiving #ArtisanalKitchen #JaipurCrafts
• •Product Description Snippet (for a hand-painted ceramic jar): Our 'Botanica' ceramic jar isn't just a container; it's a small celebration of art and nature. Meticulously hand-painted by skilled hands, each stroke tells a story of heritage and passion. Perfect for storing your treasures or as a standalone piece of art that whispers tales of traditional craftsmanship. #HandmadeWithLove #CeramicArt #EcoFriendlyHome #AurumDetails
• •Email Newsletter Subject Line: Crafted for You: Discover Conscious Luxury for Your Home. Body Snippet: At Aurum Crafts, we believe true luxury lies in simplicity and the soulful touch of a craftsman's hand. Explore our latest collection of handcrafted wooden kitchenware and decor, designed to bring warmth, beauty, and a story into your home. Each piece is a commitment to sustainable practices and the artisans who keep these traditions alive.
• •Website Banner Text: Aurum Crafts: Weaving Artistry into Your Everyday. Experience the beauty of handcrafted homeware, ethically made in Jaipur.
• •"About Us" Page Excerpt: Born from a passion for heritage and a desire to create lasting beauty, Aurum Crafts brings you homeware that’s more than just functional – it’s a piece of art. We partner with talented local artisans in Jaipur, blending age-old techniques with contemporary designs to craft pieces that are both unique and timeless. Our commitment is to quality, sustainability, and the joy of creating something truly special for your home.