Brand Tone

Story-driven, Conscious, and Passionate

Brand Values

• •Ethical Production
• •Sustainability
• •Traditional Craftsmanship
• •Community & Connection

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Don't just sell a skirt; sell the story of its creation, the artisan who made it, and the sustainable practices it represents. The "why" (ethical empowerment, sustainability) is the brand's biggest differentiator.
• •Use Story-Driven, Sensory Language: Employ descriptive words that evoke the handmade nature of the products. Phrases like "woven in the sun," "dipped in natural indigo," "hand-stamped with care," and "clothes of integrity" create an emotional and tangible connection.
• •Champion the Makers: Regularly feature the artisans from The Stitching Project. Use their names and stories in social media posts, blog features, and newsletters. This reinforces the values of transparency and community, turning an anonymous supply chain into a personal relationship.
• •Educate, Don't Just Announce: Use new collections or products as an opportunity to educate the audience about the benefits of slow fashion. Explain what hand-looming is, how natural dyes are made, or why minimizing waste is crucial. This positions the brand as a knowledgeable and trustworthy leader.
• •Maintain a Unified Voice of Passionate Optimism: The tone should always be hopeful and empowering. It’s about creating "radical positive change" through the simple act of getting dressed. Avoid a preachy or judgmental tone, and instead, invite customers to join a positive movement of conscious, beautiful living.

Social Perception

Highly Respected, Authentic, and Cherished

Copy Examples

• •More than a dress, it's a story woven in the Pushkar sun. Each pattern on our new Maya Wrap Dress is hand-block printed by artisans using traditional methods passed down through generations. Made with 100% organic cotton and dyed with natural indigo, it’s a piece of wearable art that feels as good as it looks. Wear the change you want to see. #TheAnjelmsProject #SlowFashion #MadeInIndia
• •Clothes of Integrity. From the hand-loomed fabric to the natural plant dyes, every piece we create is a commitment to our planet and our people. We believe in fashion that honors the earth, which is why we minimize waste, use renewable energy, and cherish every thread. Shop our collection and join a gentler fashion narrative.
• •Subject: Meet Gita | The Hands Behind Your Favorite PrintsWhen you run your hand over the intricate 'confetti' print, you're feeling a story of skill and dedication. Meet Gita, one of the master artisans at The Stitching Project. For her, block-printing isn't just a job; it's a cultural legacy. Your support empowers Gita and her community to thrive. Discover the full story and see the collection she helped bring to life.
• •Tired of fast fashion? Discover clothing with a soul. The ANJELMS Project connects you with the artisans of rural India through timeless designs and ethical craftsmanship. Every garment is handmade, naturally dyed, and created to last. Feel the difference of true slow fashion. Rated 'Great' by Good On You for a reason. Shop now for 10% off your first order.
• •This garment was made with intention. Fabric: 100% Organic Hand-loomed Cotton Dye: Natural Marigold Printed by: The artisans of The Stitching Project, Pushkar By choosing this piece, you are supporting fair wages, traditional craftsmanship, and a more sustainable world. Thank you for being part of our project.