Brand Tone

Informative, Aspirational, Culturally Connected

Brand Values

• •Variety & Choice
• •Tradition & Heritage
• •Quality
• •Customer Satisfaction
• •Accessibility & Convenience
• •Latest Designs/Trends

Best Practices

• •Develop a Brand Voice Guide: Document the identified tones (Informative, Aspirational, Culturally Connected, Helpful) with examples of do's and don'ts. Specify vocabulary, sentence structure, and level of formality. Share this with everyone who writes for the brand.
• •Highlight Tradition & Craftsmanship: Consistently weave in language that speaks to the rich heritage of Indian textiles, embroidery, and design. Use words like "handcrafted," "artistry," "heritage," "traditional motifs," "woven tales" to reinforce cultural connection.
• •Balance Aspiration with Accuracy: While using aspirational language and beautiful imagery, ensure product descriptions are factual and transparent about fabrics, work, and potential variations. This can help manage expectations and reduce negative reviews related to product discrepancies.
• •Be Informative and Helpful: Clearly state product details (fabric, care instructions, occasion suitability). In customer interactions (social media comments, DMs, email), maintain a helpful and direct tone, aiming for prompt and clear resolutions. Create FAQs addressing common concerns like shipping, returns, and sizing to preemptively offer information.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the visuals used. If the image is of a grand bridal lehenga, the copy should evoke that richness and significance. If it’s a casual kurti, the tone can be slightly more relaxed but still descriptive and culturally rooted. Consistency across all platforms (website, social media, emails) is key.

Social Perception

A source for a wide variety of trendy and traditional Indian outfits, often attracted by the visual appeal of the products online

Copy Examples

• •Drape yourself in timeless elegance. ✨ Our new collection of pure Kanjeevaram silk sarees has arrived, each thread woven with tradition and artistry. Perfect for your most cherished celebrations. Explore intricate designs and vibrant hues that tell a story of heritage. Shop the collection now – Link in Bio! #EthnicWorld #KanjeevaramSilk #SareeLove #IndianTradition #WeddingWear #NewCollection
• •Light up every festival in Ethnic World! ✨ Discover our breathtaking range of lehenga cholis, designed to make you shine. From intricate embroidery to flowing silhouettes, find your perfect festive showstopper. Quality fabrics, exquisite craftsmanship. Limited stock – Shop today and embrace the celebration! 👉 [Link to Website/Product]
• •Your Dream Wedding Ensemble Awaits. Explore an enchanting collection of bridal lehengas, sherwanis, and guest attire. Crafted with heritage, designed for your special day. Quality assured, worldwide delivery.
• •✨ Just Arrived: Fresh Ethnic Styles to Elevate Your Wardrobe! Hello [Customer Name], get ready to refresh your look! Ethnic World brings you the latest arrivals in sarees, kurtis, and salwar kameez. Discover vibrant prints, luxurious fabrics, and designs inspired by India's rich textile heritage. Perfect for everyday elegance or upcoming occasions...
• •Step out in sophisticated style with our Regal Jacquard Silk Kurta Set. This ensemble, crafted from premium jacquard silk, features intricate self-design patterns that speak of understated luxury. The rich midnight blue hue makes it a perfect choice for weddings, festive gatherings, or any special occasion where making a refined statement is key. Comes with matching pajamas for a complete traditional look. Fabric: Jacquard Silk. Care: Dry Clean Only. Embrace Indian heritage with Ethnic World.