Brand Tone

Sophisticated, Artistic, and Evocative.

Brand Values

• •Artistry and Craftsmanship
• •Heritage and Legacy
• •Individuality and Self-Expression
• •Exclusivity and Quality
• •Organic Inspiration

Best Practices

• •Lead with Storytelling: Never just describe the product; narrate its inspiration. Whether it's a historical reference, a natural element, or the founder's vision, every piece of copy should tell a miniature story.
• •Use an Evocative Lexicon: Maintain a consistent vocabulary of sophisticated and artistic words. Consistently use terms like "bespoke," "heirloom," "handcrafted," "masterpiece," "legacy," and "artistry" to reinforce the brand's core values.
• •Emphasize 'The Why' Behind the Brand: Regularly weave in the brand's philosophy ascreating timeless, wearable art for the discerning individual. Connect the jewelry back to the values of self-expression, heritage, and artistry.
• •Speak to the 'Latique Woman': Always keep the target audience in mind: an independent, ambitious, and sophisticated individual. The copy should empower and resonate with her sense of individuality and strength.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy perfectly matches the high-end, artistic, and elegant aesthetic of the brand's photography and videography. The words should be as polished and refined as the visuals.

Social Perception

The general perception of Latique by Latika Khanna is that of a high-end, niche luxury brand. It is recognized and featured in luxury and lifestyle publications, which points to a positive reputation within the industry. Celebrity associations, such as designing pieces for actresses like Kangana Ranaut and Madhuri Dixit, enhance its aspirational status and visibility. Customer reviews, though not abundant in the search results, suggest satisfaction with quality and the option for customization. The brand is seen as a creator of statement pieces rather than everyday wear, appealing to a clientele looking for unique, investment-worthy jewelry for special occasions.

Copy Examples

• •Introducing 'Celestial' as a collection born from starlight and shadow. Each piece, a universe of its own, is handcrafted in 18kt gold and brilliant-cut diamonds to mirror the cosmos you carry within. Adorn your legacy. #LatiqueJewelry #WearableArt
• •More than a jewel, the 'Sholakili' necklace is a story whispered in emeralds and diamonds. Inspired by the majestic Nilgiri Blue Robin, this is not just an adornment; it is an heirloom in the making, a testament to the wild beauty of nature, crafted for the woman who is equally untamed. #LatiqueByLatikaKhanna #HeirloomJewelry
• •At Latique, we don't just make jewelry. We manifest wearable art. For over 25 years, Latika Khanna has poured her soul into creating timeless treasures that honor Indian heritage while speaking a contemporary language. Each piece is a journey, from a flash of inspiration to a handcrafted masterpiece, destined to become part of your story.
• •The soul of Latique lies in the hands of our master craftsmen. Here, every curve is perfected, and every stone is set with intention, transforming precious materials into a radiant expression of self. Experience the art of bespoke jewelry. #Craftsmanship #LatiqueLegacy
• •Your wedding day is a chapter in your legacy. Choose a jewel that tells its own timeless tale. Our bespoke bridal creations are designed to be as unique as your love story as an eternal symbol of a beautiful journey. Discover your forever piece at Latique. #BridalHeirloom #LatiqueBride