Brand Tone

Artistic, Sophisticated, Ethical, Conscious, Authentic, Story-driven, Vibrant, Expressive, Approachable Luxury

Brand Values

• •Artisan Empowerment & Fair Labor
• •Preservation of Craftsmanship
• •Ethical & Sustainable Production
• •Modern Design Excellence
• •Quality & Durability
• •Transparency

Best Practices

• •Always Weave in the "Why": Beyond describing the product (what it is, its features), explain why it matters – the artisan story, the ethical sourcing, the preservation of craft. This reinforces core values.
• •Use Evocative, Sensory Language: Describe textures, colors, and patterns in a way that engages the imagination and reflects the artistic nature of the products (e.g., "unexpected color combinations," "modern, geometric forms," "rich cultural heritage").
• •Maintain a Balance of Sophistication and Warmth: The tone should reflect the quality and design integrity of the products, but also the human connection and ethical considerations, making it feel approachable and authentic.
• •Be Specific About Ethical Commitments: Instead of vague claims, use concrete details like "AZO-free dyes," "GoodWeave certified," "biodegradable packaging," "fair wages," "responsibly sourced natural materials."
• •Develop a Brand Lexicon: Create a list of preferred words and phrases (and those to avoid) that align with the brand's identity (e.g., "handcrafted," "artisan," "heritage," "modern," "vibrant," "conscious," "empower") to ensure consistency across all written materials.

Social Perception

Positive recognition for ethical practices and appreciation for design. Seen as a high-quality, artistic brand, trusted by ethical retailers.

Copy Examples

• •Homepage Banner: "Beyond a Pillow: Discover Handcrafted Stories. Leah Singh brings vibrant, modern design to timeless Indian artistry, ethically made to transform your space."
• •Product Description (Pillow): "Each thread tells a tale. Our 'Jaipur Geometric' pillow is meticulously hand-embroidered by skilled artisans in rural India, blending ancestral techniques with a bold, contemporary vision. Crafted from responsibly sourced cotton and colored with natural, AZO-free dyes, it’s more than decor—it’s a piece of heritage, consciously created."
• •Social Media Post (Instagram - image of an artisan working): "The hands that shape beauty. We journey to remote villages, collaborating directly with incredible artisans who pour generations of skill into every Leah Singh piece. By choosing our designs, you help preserve these precious crafts and empower communities. #LeahSingh #ArtisanMade #EthicalHome #Craftsmanship #SupportArtisans"
• •About Us Snippet: "From New York design studios to the vibrant heart of Indian villages, Leah Singh is a dialogue between modern aesthetics and ancient traditions. We believe in design that does good—for your home, and for the hands that make it."
• •Email Subject Line (for a new collection): "New Traditions: Unveiling the Artisan-Crafted Collection from Leah Singh"