Brand Tone

Artisanal & Story-driven, Warm & Evocative, Ethical & Conscious, Elegant & Appreciative, Authentic & Passionate

Brand Values

• •Artisanry & Craftsmanship
• •Heritage & Culture
• •Quality & Timelessness
• •Sustainability & Ethical Practices
• •Beauty & Connection
• •Authenticity & Storytelling

Best Practices

• •Always Lead with the Artisan/Story: Whether it’s a product description or a social media post, start by highlighting the maker, the craft, or the cultural inspiration. This reinforces the "handmade" and "heritage" values.
• •Use Sensory and Emotive Language: Describe not just what the product is, but how it feels, what it evokes, and the atmosphere it creates (e.g., "soft embrace," "whispers of tradition," "gentle imperfections").
• •Integrate Values Naturally: Weave in terms related to sustainability, ethical practices, and natural materials organically within product stories, rather than as standalone, disconnected statements. For example, "Crafted from pure, breathable cotton and dyed with AZO-free colours, this quilt is kind to your skin and the planet."
• •Maintain a Warm and Appreciative Voice: Address customers with warmth. Express gratitude for their support of artisans and slow craft. This builds a community around the brand.
• •Ensure Visuals and Text are Harmonious: The beautiful, high-quality imagery should be complemented by copy that matches its elegance and tells the story the image begins. The tone of the text should feel like a natural extension of the visual aesthetic.

Social Perception

A source of unique and beautiful handcrafted items, High-quality and luxurious, Ethical and trustworthy, A brand that cares, A provider of "feel-good" products. The brand is seen as offering "accessible luxury" with products that are "handmade slowly & ethically" using "natural materials."

Copy Examples

• •Wrap yourself in stories woven by hand. Our new collection of hand-block printed quilts, crafted with generations of skill in Rajasthan, brings more than warmth to your home—it brings a legacy. Discover the art of slow living, one thread at a time.
• •Each motif tells a tale, each stitch a testament to patience. Our artisan-made cushion covers are more than decor; they're an embrace of heritage and a celebration of hands that create. Bring the essence of India's artistry into your sanctuary.
• •Illuminate your moments with scents that soothe and stories that linger. Poured with care and infused with natural essences, our candles are a small luxury, consciously crafted to bring tranquility and a touch of handcrafted beauty to your everyday.
• •We believe beauty shouldn't cost the Earth. From the natural cotton and linen we choose, to the small batches we create, every La-Ras piece is a step towards a more mindful home. Crafted with care, for people and planet.
• •Journey with us as we celebrate a new partnership with master weavers from Bengal. Their intricate Jamdani techniques, passed down through families, are now part of the La-Ras story, bringing you timeless pieces that whisper tales of tradition and artistry. Explore the collection and feel the connection.