Brand Tone

Artisanal, Educated, and Ethereal. It emphasizes handmade products, traditional techniques, explains processes and ecological philosophy, and uses evocative, almost spiritual language connected to nature.

Brand Values

• •Sustainability & Reciprocity
• •Connection to Nature
• •Artistry & Heritage
• •Community & Education

Best Practices

• •Lead with the "Why": Always start from the core values. Before describing what a product is, explain why it exists—its connection to nature, sustainability, or heritage. This reinforces the brand's purpose-driven identity.
• •Use Evocative, Sensory Language: Instead of just "blue," use "indigo" or "the color of the deep ocean." Describe the feel of the "hand-woven silk." Use words that engage the senses and transport the reader to the New England landscape.
• •Incorporate the Founder's Story: Weave elements of Sasha's journey—her background in architecture, her travels, her mission to reclaim textile traditions—into the narrative. This adds authenticity and a powerful human element to the brand.
• •Educate, Don't Just Sell: Position every piece of content as an opportunity to teach. Explain what "eco-printing" is, talk about the specific plants used, and share the importance of sustainable foraging. This builds authority and engages a more thoughtful customer.
• •Maintain a Consistent Vocabulary: Create a brand lexicon of key terms to be used repeatedly across all platforms. Include words like: Reciprocity, Talisman, Regenerative, Hand-woven, Foraged, Landscape, Essence, Heritage, Wearable Art. This repetition will solidify the brand's unique voice in the minds of the audience.

Social Perception

Highly positive and respected, viewed as a legitimate and award-winning artistic enterprise. The founder is seen as a knowledgeable and skilled artist/educator. Customers admire the beauty and uniqueness of the high-quality, artful textiles.

Copy Examples

• •Wear a piece of the New England summer. This silk scarf was hand-dyed with marigolds and goldenrod, grown in our own studio garden. Each pattern is a fleeting moment, a conversation between the plant and the fiber. A talisman to remind you of the sun, long after the season fades. #Sashoonya #WearableArt #NaturalDye #SlowFashion #MadeInRI
• •The Woven Seascape Skirt is more than a garment; it's a story told in thread and color. Hand-woven and dyed with locally foraged bladderwrack seaweed, its hues echo the deep, mysterious tones of the Atlantic coast. Crafted for movement and grace, this piece connects you to the rhythm of the tides. Each skirt is one-of-a-kind, a testament to our belief in beauty born from reciprocity with our natural world.
• •Sashoonya: Textile art, hand-made in collaboration with Earth and Ocean. Discover sustainable, naturally dyed heirlooms.
• •Learn the ancient art of color | A Natural Dye Workshop
• •Headline: The Color of Care. Body: At Sashoonya, we believe beauty is a process. We create our textiles without toxic chemicals, using colors derived from plants we grow and forage ourselves. From our garden to your hands, this is fashion that regenerates, not depletes. Explore our collection of wearable art.