Brand Tone

Elegant, Aspirational, Empowering, Expressive, Approachable, and Community-Oriented

Brand Values

• •Self-Expression
• •Quality & Craftsmanship
• •Blend of Tradition and Modernity
• •Comfort

Best Practices

• •Unify Your Brand Story: Immediately address the brand disconnect. Either create a separate Instagram handle for the fashion line or transition the current @qiwicrush24 account to reflect the website's offerings. The copy across all platforms must tell the same story: Qiwi Crush is a destination for contemporary ethnic fashion.
• •Maintain an "Elegant yet Empowering" Tone: All copy, from website descriptions to social media captions, should balance sophisticated language ("exquisite," "splendour," "elegance") with empowering and confident phrasing ("celebrate your story," "wear your confidence," "unleash your flair").
• •Segment Your Messaging: Use the sub-brand identities to your advantage. Copy for "Inakshini" should lean into luxury, special occasions, and craftsmanship. Copy for "Ojaswita" should focus on comfort, everyday elegance, and versatility. This creates a clear distinction and appeals to different customer needs.
• •Incorporate Storytelling: Don't just sell a kurti; sell the experience. Use copy to paint a picture. Where will she wear it? How will it make her feel? Use phrases like "From morning meetings to evening strolls..." or "The perfect companion for wedding celebrations and festive nights..."
• •Develop a Brand Lexicon: Create a list of on-brand words (e.g., vibrant, timeless, splendour, contemporary, fusion, empower, confidence, grace) and off-brand words (e.g., cute, cheap, basic) to ensure consistency across all writers and platforms. This helps maintain the sophisticated and intentional voice the brand aims for.

Social Perception

Due to a limited online footprint beyond its own website and a conflicting Instagram identity, broader public perception is currently neutral-to-nonexistent. On-site testimonials are positive, focusing on product quality and service, but independent third-party reviews are lacking. The primary perception challenge is the brand identity confusion between phone cases on Instagram and ethnic wear on the official website.

Copy Examples

• •This festive season, don't just enter the room—arrive. Our Inakshini collection wraps you in the elegance of intricate embroidery and luxurious fabrics. Be the story everyone talks about. #QiwiCrush #FestiveSplendour #TimelessElegance
• •Style is your story. Tell it beautifully. At Qiwi Crush, we blend rich tradition with a modern pulse, creating pieces that celebrate your unique spirit. Discover fashion that feels like you.
• •Meet your new everyday essential. The Ojaswita kurti is crafted from breathable, airy cotton for effortless style that moves with you. Perfect for work, weekends, and every moment in between. Feel chic, feel comfortable, feel confident.
• •Hello [Customer Name], ready to fall in love? Our new collection, 'Where Tradition Meets Trend,' has just arrived. Explore contemporary silhouettes and timeless designs made to empower your every day. Your new favorite outfit is waiting.
• •How would you style this look? Poll: [A. With classic flats] [B. With bold heels]. The Ojaswita Flora Fauna Kurti. Designed for comfort, destined for compliments. Tap to shop!