Brand Tone

Elegant & Sophisticated, Artisanal & Heritage-Focused, Contemporary & Global, Understated & Restrained, Feminine & Celebratory, Approachable (especially with Pinnacle line)

Brand Values

• •Celebration of Indian Heritage
• •Timelessness over Trends
• •Wearability and Comfort
• •Quality Craftsmanship & Detailing
• •Understated Luxury/Restrained Opulence
• •Ethical/Sustainable (implied)
• •Accessibility (with Pinnacle)
• •Global Appeal with an Indian Soul

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your brand's tone (e.g., elegant, artisanal, warm, sophisticated), including a list of "on-brand" and "off-brand" words and phrases.
• •Emphasize Storytelling: Connect with the audience by sharing the inspiration behind collections, the stories of the crafts used, and the artisans involved. This reinforces the heritage and artisanal values.
• •Use Rich, Evocative Language (but avoid jargon): Words like "timeless," "heritage," "artisanal," "handcrafted," "elegant," "contemporary," "understated," and "refined" align well. Ensure clarity and avoid overly technical fashion terms unless explaining a specific craft.
• •Maintain Visual-Verbal Cohesion: Ensure that the tone of the copy perfectly complements the aesthetic of the visuals (photography, website design). If the visuals are elegant and sophisticated, the copy must echo this.
• •Educate and Inform Subtly: While showcasing products, subtly educate the audience about the textile, weave, or embroidery technique used. This adds value and reinforces the brand's expertise and commitment to craftsmanship without being overly didactic.

Social Perception

Respected Designer Label, Associated with Celebrities, Positive for Design and Aesthetics, Mixed on Customer Service/Wholesale, Advocate for Indian Crafts

Copy Examples

• •Unveiling 'Ananya': Where ancient threads meet modern artistry. Discover a collection that breathes new life into [Specific Craft], meticulously handcrafted for the woman who carries heritage with grace and style. #ShrutiSancheti #IndianCraftsmanship #TimelessElegance
• •Effortless sophistication, woven with tradition. Our new [Product Name] from the Pinnacle line offers timeless style and everyday comfort, designed to move with you. Dress it up or down, and make heritage your own. #PinnacleByShrutiSancheti #ContemporaryIndian #WearableArt
• •Crafted with conscience, designed for forever. At Shruti Sancheti, we believe in fashion that honors our roots and respects our artisans. Each piece tells a story of slow fashion and enduring beauty. #SustainableLuxury #ArtisanalFashion #MadeInIndiaWithLove
• •Celebrate your moments in threads of splendor. Our latest bridal couture blends opulent tradition with a contemporary spirit, creating heirlooms for the modern bride. Experience understated luxury, designed to make you shine. #ShrutiSanchetiBridal #FestiveCouture #IndianWeddings
• •Weaving narratives of elegance, one creation at a time. Shruti Sancheti celebrates the rich tapestry of Indian textiles, reimagined for the global woman. Discover fashion that is both timeless and of the now. #ShrutiSanchetiLabel #UnderstatedOpulence #GlobalIndian