Brand Tone

Aspirational and Elegant, Graceful, Evocative, Modernly Traditional, and Confident.

Brand Values

• •Celebration of Heritage
• •Quality Craftsmanship
• •Timeless Elegance
• •Modern Femininity
• •Authenticity

Best Practices

• •Use Evocative Adjectives: Always choose descriptive and elegant words. Instead of "nice" or "good," use "exquisite," "radiant," "graceful," or "meticulously crafted."
• •Tell a Story: Frame products within a narrative. Talk about the inspiration behind a collection, the occasion it's meant for, or the craftsmanship involved. This connects customers to the product on an emotional level.
• •Maintain Visual and Verbal Consistency: Ensure the tone of the copy always matches the high-quality, elegant aesthetic of the visuals. The images promise luxury and grace; the words must deliver the same feeling.
• •Speak to the Aspiration: Write for the woman your customer aspires to be\u2014confident, graceful, modern, and rooted. The copy should empower her and reflect her best self.
• •Create a "Brand Lexicon": Develop an internal list of "on-brand" and "off-brand" words. For Nikashi, on-brand words would include "heritage," "artisan," "elegance," "drape," and "silhouette." Off-brand words would include "hot," "cheap," "trendy," or overly casual slang. This ensures consistency across all writers and platforms.

Social Perception

Perceived as High-Quality and Beautiful, Aspirational, Trustworthy (within its community), and a Niche Player for high-quality ethnic wear.

Copy Examples

• •Woven with Grace. Introducing 'The Aahana Collection'. Discover the sublime beauty of 'Aahana,' our new collection of hand-selected sarees. Each piece is a tribute to timeless Indian craftsmanship, designed for the woman who carries tradition with effortless style. Feel the whisper of pure silk and the richness of our heritage in every drape. Shop the collection via the link in our bio. #Nikashi #AahanaCollection #SareeLove #TimelessElegance #IndianHeritage #SilkSaree
• •The Art of Celebration. This festive season, adorn yourself in the elegance of Nikashi. Our collection of kurtis and co-ord sets blends vibrant tradition with contemporary comfort, ensuring you shine at every gathering. Exquisite details, luxurious fabrics, and designs that tell a story. Your perfect festive look awaits. Shop Now for 15% off your first order.
• •Nikashi: Timeless Elegance, Modern Grace. Where heritage weaves the trends of tomorrow. Explore our new arrivals. Button: Discover Now
• •The Amara Kurti Set. The Amara Set is a masterclass in understated elegance. Crafted from breathable cotton-linen, this two-piece ensemble features intricate threadwork inspired by Mughal gardens. Its clean silhouette offers a flattering fit, making it the perfect choice for both daytime sophistication and evening grace. A versatile addition to your modern ethnic wardrobe.
• •A Touch of Elegance: Your Exclusive Look Inside Our New Collection