Brand Tone

Elegant, Artisanal, and Story-driven

Brand Values

• •Authenticity & Craftsmanship
• •Cultural Heritage
• •Exclusivity & Luxury
• •Artistic Expression
• •Empowerment

Best Practices

• •Lead with the Story: Always start with the narrative. Whether it's the inspiration (mythology, nature, art) or the artisan's journey, the story is what differentiates the brand.
• •Use Evocative, Sensory Language: Instead of just "red saree," use phrases like "a regal vermilion hue" or "as soft as morning mist." Describe the feel of the fabric, the intricacy of the weave, and the history of the craft.
• •Emphasize "Handcrafted" and "Artisanal": These are the brand's key value propositions. Consistently use terms like "handwoven," "hand-embroidered," "artisan-made," "meticulously crafted," and "one of a kind" to reinforce quality and exclusivity.
• •Educate the Customer: Briefly explain the origin and significance of the craft (e.g., Banarasi, Bandhani, Muga silk). This adds value beyond the product itself and positions the brand as an authority.
• •Maintain an Elegant and Respectful Tone: The copy should always sound sophisticated and respectful of the culture it represents, the artisans who create the products, and the customers who purchase them. Avoid overly casual slang or aggressive sales language.

Social Perception

Premium and Aspirational, Authentic and Trustworthy, Culturally Rich, Unique

Copy Examples

• •Woven from threads of moonlight and tradition. Our new Muga silk saree is not just an attire, but a legacy. Each motif is a word, and every drape is a verse, telling a timeless story of Assamese artistry. Wear a masterpiece. #Ramruki #HandloomLuxury #ArtisanalSaree
• •Your wedding day deserves more than just a dress; it deserves an heirloom. The 'Aranyani' lehenga, handcrafted with exquisite embroidery by master artisans, is a celebration of new beginnings, rooted in ancient tradition. Discover the piece that tells your story. #RamrukiBride #HeirloomHaute #IndianCraftsmanship
• •This Bandhani dupatta is a canvas of joy, handcrafted in the heart of Kutch. Our artisans use a generations-old tie-dye technique, creating a constellation of patterns on pure Gajji silk. Each knot is tied with intention, and every color is a celebration of life. Wrap yourself in a piece of living history.
• •Subject: Where Art Meets Adornment | The New Collection is Here. At Ramruki, we believe clothing is a conversation with culture. Our latest collection, 'Awaz Dedo,' draws inspiration from the vibrant chaos of Indian truck art. Bold, beautiful, and unapologetically expressive—each piece is designed to let your spirit shine. Explore the collection and find your voice. [Link]
• •From the weaver's loom to your wardrobe. We journeyed to a small village in Bengal to bring this Jamdani weave to life. It takes over 70 hours of meticulous work to create this fabric. This isn't fast fashion; it's treasured art. #SupportArtisans #SlowFashion #TheMakingOf