Brand Tone

Personal, sophisticated, heartfelt, warm, approachable, and aspirational, blending modern minimalism with the deep emotional significance of cultural traditions, often referencing family, love, and celebration, and presenting products as timeless symbols of affection and modern heirlooms.

Brand Values

• •Modernizing Tradition
• •Quality Craftsmanship and Materials
• •Personalization and Meaning
• •Customer-Centricity
• •Inclusivity

Best Practices

• •Lead with Emotion, Support with Detail: Start with the emotional connection, tradition, or love, then follow up with details on premium materials and thoughtful design.
• •Use a Consistent Core Vocabulary: Regularly use words like timeless, modern, minimalist, cherish, meaningful, personal, handmade, and celebrate across all platforms.
• •Tell Your Story Repeatedly: Weave the founder's story and the brand's origin into communications to humanize the brand and reinforce the value of modernizing tradition.
• •Balance Aspiration with Accessibility: While photography should be sophisticated, the language should remain warm and inclusive, framing products as everyday luxury or wearable art.
• •Let Your Customers Speak: Actively feature customer reviews and user-generated content in marketing to build social proof and align with the brand's community-focused perception.

Social Perception

EmiandKoa is perceived as a trusted, high-quality, and thoughtful small business. Customers view them as a go-to brand for modern Rakhis and personalized gifts, seen as a reliable company that delivers beautiful, well-crafted products with a personal touch, successfully bridging the gap between cultural heritage and modern design.

Copy Examples

• •Timeless, just like your bond. Our new 18k Gold Plated Rakhis are designed to be cherished long after the celebration ends. Modern heirlooms that feel like love. #EmiandKoa #RakshaBandhan #ModernHeirloom
• •It started with a simple idea: creating a Rakhi you’d never want to take off. From our family to yours, we craft meaningful pieces that celebrate your story. Discover gifts that are as unique as your love. #EmiandKoa #CelebrateCulture #PersonalizedGifts
• •Spell out your love. Our bestselling Autograph Rakhi features minimalist cube letters on a soft, 100% Egyptian Cotton band, designed for comfort and style. A modern take on a timeless tradition, this personalized bracelet becomes a cherished keepsake, celebrating the unique connection you share. Handmade with care, just for them.
• •Packing up your stories! ✨ Each personalized Rakhi is made with so much love right here in our London studio. Thanks for letting us be a part of your celebration! 🫶 #HandmadeWithLove #PackingOrders #SmallBusinessUK #RakhiSeason
• •More Than a Gift — It's a Memory. The new collection has arrived. Discover modern Rakhis and personalized jewelry designed to be worn, loved, and cherished every day.