Brand Tone

poetic, sophisticated, and narrative-driven. It evokes a sense of timelessness, heritage, and personal journey. The language used is often evocative and sensual, focusing on concepts like self-discovery, ritual, and inner beauty. It's a tone that aims to be both luxurious and deeply personal, creating an intimate connection with the customer by sharing the founder's story.

Brand Values

• •Heritage and Storytelling
• •Heirloom Quality and Timelessness
• •Authenticity and Self-Discovery
• •Craftsmanship
• •Conscious and Ethical Practices

Best Practices

• •Lead with the Narrative: Always connect the product back to the core brand story of heritage, self-discovery, and the fusion of cultures. Use storytelling in product descriptions, social media captions, and email marketing.
• •Use Evocative and Sensory Language: Employ words that appeal to a sense of touch, history, and emotion. Phrases like "whispers from the past," "raw sensuality," and "effortless elegance" align with the established tone.
• •Emphasize "Heirloom" over "Trendy": Position the jewelry as timeless investments rather than fleeting fashion items. Focus on the concepts of legacy, generational stories, and enduring style.
• •Maintain a Sophisticated and Minimalist Aesthetic: Ensure that all visual and written content reflects the chic, minimal, and warm aesthetic seen on the brand's website and the founder's personal channels. The copy should be clean, intentional, and poetic, not cluttered or overly casual.
• •Speak to the "Muse": Write for the idealized Haati Chai woman: a person who is passionate, confident, and comfortable in her own skin, who tells her life's story through her style. This creates an aspirational yet intimate connection with the target audience.

Social Perception

Mixed but generally positive, appreciating unique, heritage-inspired designs and the brand story. Some concerns exist regarding product quality/durability. The brand faced controversy for naming the "Dalit Ring," which was criticized as tone-deaf, leading to a name change and a perceived performative apology.

Copy Examples

• •Each piece, a story. Each story, a legacy. Our jewelry is more than an accessory; it's a whisper from the past, a promise to the future. Handcrafted heirlooms designed to be lived in, loved, and passed on. Discover the story you'll tell. #HaatiChai #HeirloomJewelry #EastMeetsWest
• •Headline: "Wear Your Story." Sub-headline: "Jewelry born from heritage, designed for the modern muse. Explore our collection of timeless heirlooms."
• •A tribute to the untamed spirit. The Devi Ring celebrates strength found in imperfection, with raw, natural stones set in luminous 14k gold. A symbol of resilience and inner fire, this piece is for the woman who is unapologetically herself. Each stone is unique, just like the journey it will accompany. Handcrafted with intention in Los Angeles.
• •An heirloom for your now.
• •Headline: Haati Chai Jewelry | Los Angeles Description: "Heirloom pieces that tell a story. Fusing Eastern heritage with Western design. Shop timeless, handcrafted fine jewelry. Consciously made."