Brand Tone

Artisanal, Elegant, and Culturally Rooted

Brand Values

• •Heritage & Craftsmanship
• •Authenticity
• •Modern Fusion
• •Accessibility
• •Empowerment

Best Practices

• •Lead with the Story: Every piece of copy, from a short Instagram caption to a product description, should connect back to the brand's core values of heritage and craftsmanship. Tell the story of the fabric, the artisan, or the inspiration behind the design.
• •Use Evocative and Descriptive Language: Instead of just "blue dress," use "Indigo Pen Kalamkari Dress." Utilize words like "handcrafted," "artisanal," "heritage," "timeless," and "elegant" to reinforce the brand's identity.
• •Maintain a Consistent Visual Aesthetic: The elegant and culturally rooted tone should be reflected in the photography and graphic design. Use high-quality images that highlight the texture and detail of the fabrics. The overall look should be clean, sophisticated, and warm.
• •Educate and Engage the Audience: Use social media and blog posts to educate customers about different Indian textile arts. This not only adds value but also positions the brand as an authority and reinforces its commitment to preserving these crafts.
• •Center the "Modern Naari": Always keep the target audience in mind—the modern Indian woman ("naari"). The copy should speak to her desire for clothing that is both beautiful and comfortable, traditional yet suited for a contemporary lifestyle. Frame the products as a way for her to express her unique identity and connection to her culture.

Social Perception

Label Aarti Chauhan is perceived as a trustworthy and high-quality brand for bespoke Indian fusion wear. Customers see it as a destination for unique, beautifully crafted garments that garner compliments. The consistent positive reviews and high ratings on local platforms suggest a strong and favorable reputation within its community. The brand is seen as a reliable source for authentic, handcrafted Indian clothing that offers a blend of tradition and modernity.

Copy Examples

• •Weaving stories of heritage into every thread. Introducing our new 'Navrang Patola' Handloom Saree. A timeless celebration of craftsmanship, designed for the modern woman who carries tradition with grace. Discover the collection on our website.
• •This festive season, drape yourself in elegance. Our Hand-Embroidered Ajrakh Kurtas are more than just outfits; they are a piece of art. Crafted by skilled artisans, each piece tells a story of our rich culture. Shop now for a timeless look.
• •Meet 'Meher' - our Ajrakh Maheshwari Silk Dress. A perfect fusion of traditional print and contemporary silhouette, this dress is designed for comfort and style. We believe in fashion that makes you feel exclusive. Let the intricate patterns and soft silk define your elegance.
• •Label Aarti Chauhan: Where Heritage Meets Contemporary Style. Discover handcrafted fusion wear that celebrates the art of Indian textiles.
• •Just In: Wearable Art You'll Treasure Forever. Hi [Customer Name], we are proud to introduce our latest collection of hand-painted Kalamkari dupattas. We journeyed to connect with the finest artisans to bring you these stunning, one-of-a-kind pieces. By choosing our label, you are not just buying a product; you are supporting a legacy of craftsmanship.