Brand Tone

Elegant, empowering, and appreciative of craftsmanship, with a sophisticated, aspirational, friendly, and welcoming undertone. The language aims to make customers feel confident and stylish.

Brand Values

• •Heritage and Modernity: Blending rich Indian cultural heritage with contemporary aesthetics.
• •Quality and Craftsmanship: Emphasizing handcrafted, high-quality products with precision craftsmanship.
• •Empowerment and Confidence: Mission to empower women through fashion, making them feel beautiful, bold, and confident.
• •Versatility and Style: Offering thoughtfully curated products that enhance style and provide versatility.

Best Practices

• •Lead with Elegance: Start product descriptions and social media captions with words that evoke sophistication and grace, such as 'elegant,' 'timeless,' 'graceful,' or 'radiant.'
• •Emphasize Craftsmanship: Always include terms like 'handcrafted,' 'artisanal,' 'finely detailed,' or 'thoughtfully designed' to reinforce the brand's commitment to quality.
• •Speak to Empowerment: Use language that inspires confidence. Phrases like 'designed for the modern woman,' 'elevate your style,' and 'wear your power' will resonate with the target audience.
• •Tell a Story: Frame products within a narrative. Instead of just listing features, describe the occasion where the item could be worn or the feeling it evokes, such as 'Your perfect partner for weekend getaways' or 'A touch of tradition for your workday.'
• •Maintain a Welcoming Tone: While the overall tone is elegant, it's important to remain approachable. Use inviting phrases like 'discover,' 'explore,' and 'join us' to create a sense of community and welcome new customers to the brand.

Social Perception

The brand is perceived as a niche online boutique for high-quality, elegant Indian ethnic wear and accessories. It conveys a positive image through customer testimonials, an active and visually appealing Instagram presence, and a customer-centric approach with offers like discounts and free shipping.

Copy Examples

• •More than an accessory, it's a statement. Our new collection of handcrafted bags is designed for the woman who carries her world with grace and style. Discover your perfect companion.
• •Radiate elegance this festive season. Our new Anarkali suit set, woven with tradition and designed for the modern woman, is here to make your celebrations even more special. Shine on.
• •Effortless style, redefined. Our latest co-ord set blends comfort and chic, making it your go-to for brunches, meetings, and everything in between. Dress with confidence—because power looks good on you.
• •A little something special, just for you. Enjoy exclusive access to our seasonal sale and find timeless pieces that speak to your style. Elevate your wardrobe with Herclosetbyurvi.
• •At Herclosetbyurvi, we believe fashion is a form of self-expression. Each piece in our collection is a blend of India's rich textile heritage and contemporary design, created to empower and inspire. We are more than a brand; we are a celebration of you.