Brand Tone

Authentic, Mindful, and Classy

Brand Values

• •Sustainability
• •Ethical Production
• •Handmade Craftsmanship
• •Affordable Quality
• •Cruelty-Free

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core mission. Start with the story of sustainability, ethical craftsmanship, or family heritage before diving into product features.
• •Use Story-Driven Language: Instead of saying 'high-quality,' say 'expertly handcrafted by artisans using traditional techniques.' Frame every product as having its own unique history and purpose.
• •Emphasize a Gentle Confidence: The tone should never be aggressive or sales-y. Use confident, calm, and classy language that reflects the quality and integrity of the product. Let the craftsmanship speak for itself.
• •Maintain Transparency: Be open about the materials (e.g., 'natural jute,' 'vegan leather') and the production process ('Designed in the UK, crafted in India'). This builds trust and reinforces the brand's ethical stance.
• •Speak to a Mindful Consumer: The copy should appeal to a customer who values more than just aesthetics. Use words like 'conscious,' 'mindful,' 'thoughtfully produced,' and 'timeless' to connect with an audience that cares about where their products come from.

Social Perception

niche, trustworthy, and premium boutique brand

Copy Examples

• •More Than a Bag. It's a Promise. Discover handcrafted pieces made for a fairer fashion future. Sustainable, ethical, and timelessly designed.
• •The Simran Tote is where artistry meets everyday elegance. Hand-woven by our artisan partners in India from natural jute, each bag tells a story of tradition and skill. Spacious enough for your essentials and light enough for all-day comfort, it’s not just an accessory—it’s a piece of mindful craftsmanship you can feel good about carrying.
• •Designed in the UK, Handcrafted with Heart in India
• •ellyla was named after our daughter, who inspires our commitment to act with integrity. We partner directly with makers, championing traditional techniques to create accessories that are beautiful, sustainable, and made to be loved for years to come.
• •Slow fashion in motion. Each of our bags is woven by hand, using skills passed down through generations. No machines, no shortcuts—just the timeless beauty of natural jute and a commitment to ethical, sustainable style. #ellyla #SustainableFashion #ArtisanMade #EthicalStyle