Brand Tone

Elegant & Sophisticated, Appreciative & Respectful (of Craftsmanship and Heritage), Aspirational & Empowering, Warm & Personal (in "Our Story")

Brand Values

• •Celebration of Indian Heritage & Craftsmanship
• •Quality & Authenticity
• •Timeless Elegance
• •Empowerment of Artisans
• •Customer Connection & Storytelling

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of AAOSHA's tone (elegant, respectful, aspirational) and provide examples of do's and don'ts. This ensures anyone writing for the brand is aligned.
• •Emphasize Storytelling: Instead of just listing product features, weave narratives around the craftsmanship, the origin of the design, the cultural significance, or how the garment makes one feel. This reinforces the values of heritage and artistry.
• •Use Evocative and Sensory Language: Employ words that appeal to sight, touch, and emotion (e.g., "lustrous silk," "intricate embroidery," "whispers of tradition," "radiant confidence"). This aligns with the sophisticated and appreciative tone.
• •Maintain Respect for Culture and Craft: Always speak about Indian traditions, textiles, and artisans with genuine respect and admiration. Avoid trivializing or misrepresenting cultural elements.
• •Review and Refine Regularly: Periodically review all brand communications (website copy, social media posts, emails) to ensure they consistently reflect the desired tone and values. Solicit feedback if necessary.

Social Perception

Positive Association with Quality and Design, Seen as a Niche Brand for Ethnic Wear Enthusiasts, Appreciation for Cultural Connection, Aspirational, Room for Growth in Wider Recognition

Copy Examples

• •Drape yourself in stories untold. Our 'Mehr' silk saree, handwoven by master artisans, whispers tales of ancient looms and timeless grace. Each thread, a testament to heritage; each motif, a dance of tradition. Experience elegance, redefined.
• •Introducing 'Vanya' - a collection where nature's palette meets an artisan's dream. Discover handcrafted kurtis and dupattas that breathe life into your wardrobe, celebrating the vibrant spirit of India's forests. #AAOSHA #VanyaCollection #HandcraftedLuxury #EthnicElegance
• •Celebrate [Upcoming Festival Name] in authentic splendor. AAOSHA brings you exquisite, handcrafted ethnic wear that honors tradition with contemporary grace. Find your perfect ensemble and shine with heritage. Shop now.
• •An Artisan's Touch: Discover New Handcrafted Arrivals at AAOSHA
• •At AAOSHA, we believe every garment carries a soul – the soul of its weaver, the spirit of its heritage. We journey through India's heartlands to bring you not just clothing, but heirlooms imbued with artistry and love. Join us in celebrating timeless Indian craftsmanship.