Brand Tone

elegant, sophisticated, respectful (of heritage), and quality-conscious

Brand Values

• •Heritage & Tradition: Strong emphasis on traditional heritage shawls, rich and royal legacy, and Indian Arts. They aim to preserve tradition.
• •Craftsmanship & Quality: Focus on meticulous embroideries and craftsmanship, finest wool, stringent quality controls, and premium quality.
• •Elegance & Luxury: Positioned as a luxury shawl brand offering exquisite winter shawls.
• •Versatility & Modernity: Fusion of timeless Indian wear and contemporary Western silhouettes, creating versatile pieces. They cater to modern design sensibilities while rooted in tradition.
• •Authenticity: Stressed in the context of Kani shawls and their commitment as a trusted brand.

Best Practices

• •Emphasize Heritage & Craftsmanship: Consistently use language that highlights the rich Indian artistic traditions, the meticulous skill involved, and the story behind each piece. Words like "heritage," "artisanal," "handcrafted," "legacy," and "masterpiece" should be common.
• •Maintain an Elegant & Sophisticated Voice: Avoid overly casual slang or overly technical jargon. The language should reflect the luxury and timeless quality of the products. Focus on aspirational and evocative descriptions.
• •Educate and Inform: Share insights into the different weaving techniques (Kani, Jamawar), embroidery styles, and the cultural significance of the motifs. This reinforces the brand's authority and the value of its products.
• •Focus on Timelessness & Versatility: While rooted in tradition, highlight how the shawls can be styled for contemporary wear and various occasions, positioning them as both classic and relevant.
• •Use High-Quality Visuals: Ensure all imagery (website, social media, advertisements) aligns with the luxurious and artistic brand identity. The visual tone should complement the written copy.

Social Perception

Pashmal is perceived as a provider of high-quality, luxurious shawls that embody Indian craftsmanship and heritage. It is considered one of the best and most trusted shawl brands in India. Customers likely appreciate the blend of traditional designs with modern applicability. The brand is associated with elegance, style, and the preservation of artisanal skills. There is a clear effort to educate customers on the different types of shawls, their history, and craftsmanship.

Copy Examples

• •Pashmal: Drape Yourself in Legacy. Experience the exquisite artistry of Indian heritage with our handcrafted shawls. Each thread tells a story.
• •Where timeless tradition meets contemporary elegance. Discover the Pashmal collection and transform your style with a touch of regal craftsmanship. #Pashmal #LuxuryShawls #IndianHeritage #ArtisanalCraftsmanship
• •Embrace the artistry of generations. Our Kani shawls are meticulously woven with passion, preserving ancient techniques to bring you a wearable masterpiece. More than an accessory, it's an heirloom.
• •Elevate Your Every Occasion with Pashmal's New Collection.
• •At Pashmal, we believe in more than just fashion. We are custodians of a rich artistic legacy, curating shawls that are an homage to tradition and a nod to modernity, designed to be cherished for generations.