Brand Tone

Aspirational yet Accessible, Trustworthy and Assuring, Celebratory and Empowering, Customer-centric and Friendly, Modern and Fashion-conscious

Brand Values

• •Authenticity
• •Affordability
• •Quality & Craftsmanship
• •Customer Satisfaction & Trust
• •Everyday Luxury & Self-expression
• •Sustainability

Best Practices

• •Embrace "Affordable Luxury": Consistently balance aspirational language ("radiant," "exquisite," "premium") with terms that convey accessibility and value ("affordable," "everyday," "value for money"). Avoid overly exclusive or budget-only language.
• •Prioritize Trust and Transparency: Always highlight authenticity markers like "925 Sterling Silver," "BIS Hallmarked," "Swiss Zirconia," and "Authenticity Certificate" in product descriptions and ads. Be clear about materials and quality.
• •Speak to Self-Expression: Use empowering and celebratory language that resonates with the idea that "every woman is CLARA in her own way." Focus on how the jewelry helps the wearer express their individuality and shine.
• •Maintain a Warm & Approachable Voice: Whether in social media captions, email marketing, or customer service responses, ensure the tone is friendly, helpful, and customer-focused. Use "you" and "your" to make it personal.
• •Visual-Verbal Cohesion: Ensure the copy complements the visual aesthetic (clean, bright, modern). If a product is for "everyday luxury," the copy should reflect that combination of specialness and practicality, mirroring the visual context it’s presented in.

Social Perception

Positive for Design and Value, Trust in Authenticity, Good Customer Service, Accessible Luxury, Some Concerns about delicateness in minority

Copy Examples

• •Headline: Shine Brighter, Every Day. With CLARA. Body: Discover your signature sparkle with our authentic 925 Sterling Silver collection. Everyday luxury, designed in India, crafted for you. Because every woman is CLARA. CTA: Explore New Arrivals
• •Headline: Real Silver, Real Radiance. Real Affordable. Body: Experience the beauty of BIS Hallmarked 925 silver and brilliant Swiss Zirconia. At CLARA, authentic luxury doesn't break the bank. Shine with confidence. CTA: Shop Our Bestsellers
• •Headline: The Gift of Sparkle. The Promise of Purity. Body: Looking for a gift that truly shines? CLARA offers exquisitely crafted silver jewellery, complete with an authenticity card and luxury packaging. Make their moment unforgettable. CTA: Find the Perfect Gift
• •Headline: Your Daily Dose of Dazzle. Body: From boardroom to brunch, CLARA’s contemporary designs in pure 925 silver elevate your style effortlessly. Sustainable, skin-friendly, and stunningly you. CTA: Discover Everyday Elegance
• •Headline: Crafted with Passion, Worn with Pride. Body: Each CLARA piece is a testament to Indian craftsmanship and our commitment to quality. Own your brilliance with jewellery that’s as authentic and unique as you are. CTA: Learn Our Story