Brand Tone

Elegant, Accessible, and Empowering

Brand Values

• •Empowerment of Women
• •Quality and Craftsmanship
• •Affordability/Value
• •Customer Happiness
• •Indian Heritage & "Vocal for Local"
• •Sustainability
• •Self-Expression and Style

Best Practices

• •Emphasize "Her" Story: Always frame the narrative around the customer. How does the jewelry make *her* feel? How does it complement *her* life and style? Use empowering language that celebrates her individuality and strength.
• •Balance Elegance with Accessibility: Use descriptive and evocative language to highlight the beauty and craftsmanship of the jewelry, but ensure the overall tone remains approachable. Avoid overly exclusive or intimidating jargon. Mentioning affordability or value reinforces accessibility.
• •Incorporate Brand Values Subtly: Weave in mentions of "Make in India," "by women, for women," quality, and customer happiness where relevant and natural. This reinforces the brand's identity without being preachy.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the visual style of the brand (which is generally elegant and clean). The language should evoke the same feeling as the product imagery.
• •Use a Consistent Lexicon: Develop a list of brand-approved adjectives and phrases that align with "Elegant, Accessible, Empowering" (e.g., radiant, confident, crafted, unique, sparkle, value, celebrate) and use them consistently across all platforms.

Social Perception

Positive Design Appeal, Good Value for Money, Established and Trusted, Generally Good Quality, Empowering to Women

Copy Examples

• •Headline: Estele: Adorn Your Strength. Discover jewelry as unique and empowered as you are. Since 1989, crafted by women, for women. Body: Shine from within with pieces designed to celebrate your journey. Our latest collection blends timeless elegance with contemporary style, all at prices that let your brilliance sparkle. Call to Action: Explore Your Sparkle – Shop Now.
• •Headline: Feel Like a Star. Every Day. Body: You don't need a special occasion to feel extraordinary. Estele brings you exquisitely crafted fashion jewelry, blending Indian artistry with modern designs. Affordable luxury that empowers your everyday elegance. Call to Action: Discover Your Radiance.
• •Headline: Crafted with Care, Worn with Confidence. Body: For over three decades, Estele has been dedicated to quality and the women who wear our creations. Our "Make in India" jewelry is more than an accessory; it’s a statement of your grace and power. Call to Action: Shop the Collection.
• •Headline: Your Style, Beautifully Expressed. Affordably Yours. Body: From delicate daily wear to stunning statement pieces, Estele offers the perfect accent to your unique style. Experience the joy of high-quality, skin-friendly fashion jewelry designed to inspire. Call to Action: Find Your Favorite.
• •Headline: The Estele Promise: Elegance, Empowerment, and Enduring Value. Body: We believe every woman deserves to shine. That’s why we create beautiful, accessible jewelry that’s made with passion in India, supporting women at every step. Join over 100,000 happy customers who trust Estele. Call to Action: Join the Estele Family.