Brand Tone

Elegant, Artisanal, and Evocative. The tone is sophisticated and descriptive, focusing on luxury, craftsmanship, and sensory experiences to transport the customer.

Brand Values

• •Uncompromising Quality
• •Timelessness over Trends
• •Authenticity and Heritage

Best Practices

• •Lead with the 'Why': Always start with the story, the heritage, or the feeling. Instead of saying 'New Blue Scarf,' say 'Inspired by Himalayan Skies: Our New Cashmere Shawl.' This reinforces the brand's value of authenticity.
• •Use a Sensory Lexicon: Maintain a consistent list of brand-aligned words. Incorporate terms like 'mastery,' 'heritage,' 'artisanal,' 'timeless,' 'refined,' 'noble,' and 'texture' into your copy to build a strong, recognizable voice.
• •Focus on Investment, Not Price: Frame the purchase as an acquisition of a timeless piece. Use phrases like 'a unique treasure,' 'a wardrobe essential,' or 'an investment in craftsmanship' to emphasize the long-term value of the product.
• •Educate the Customer: Use blog posts ('Journal') and detailed product descriptions to educate your audience about the difference in materials (Cashmere vs. Merino), the complexity of a weaving technique, or the story of an embroidery style. This positions the brand as an expert and justifies its premium standing.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the high-quality, elegant aesthetic of the product photography. Captions on social media should be as thoughtfully crafted as the images they accompany, creating a cohesive and luxurious brand experience.

Social Perception

Pashmatouch is perceived as a niche, high-end brand for discerning customers who appreciate quality, art, and culture. Its products are seen as exclusive, artful shawls and pashminas, reflecting specialization and expertise. The brand maintains a curated and aesthetically consistent online presence, primarily on Instagram, appealing to customers seeking considered investments in luxury goods.

Copy Examples

• •Where heritage meets harmony. Each thread of our Cashmere Ombré Shawl is a whisper of ancient artistry, woven by masters who translate tradition into timeless elegance. Feel the story. #Pashmatouch #ArtisanalLuxury #TimelessStyle
• •Introducing the 'Tussar Silk Shawl'. Experience the raw nobility of pure Tussar silk, masterfully woven to create a piece that is both a statement and a staple. Its natural texture and refined drape offer a versatile elegance that moves with you, transcending seasons and trends. Acquire a piece of heritage.
• •A Touch of Artistry: Discover Our New Embroidered Merino Collection
• •Simple Luxury, Woven for Life. A Pashmatouch shawl is more than an accessory—it's an essential. Crafted from the world's finest natural fibers, our pieces offer versatile elegance for both casual moments and formal occasions. Discover the one that tells your story. Free shipping on orders over $250.
• •Elegance that Transcends Time. The finest materials, woven with mastery. Explore our collections.