Brand Tone

Passionate & Story-Driven, Ethical & Purposeful, Authentic & Transparent, Warm & Personal, Luxurious & Quality-Conscious

Brand Values

• •Ethical Practices & Fair Trade
• •Authenticity & Craftsmanship
• •Sustainability
• •Empowerment
• •Cultural Preservation
• •Quality & Durability
• •Family & Community

Best Practices

• •Lead with the 'Why': Always connect the product back to the core mission – empowering artisans, preserving culture, and ethical practices. Let the passion for this mission shine through.
• •Tell Authentic Stories: Share the narratives of the artisans (while respecting their privacy and safety), the rug-making process, and the cultural significance of designs. Use Nargis Habib's personal journey as a powerful anchor.
• •Emphasize 'Handmade' and 'Artisan': Consistently use language that highlights the human touch, skill, and dedication involved in creating each rug, differentiating from mass-produced items.
• •Educate and Inform: Share knowledge about the different types of Afghan rugs, the materials used (natural dyes, hand-spun wool), and what makes them special. This builds appreciation and justifies the luxury aspect.
• •Maintain a Warm, Personal, and Appreciative Voice: Whether in product descriptions, social media interactions, or email communication, ensure the tone is welcoming, grateful, and reflects the 'family' value the brand espouses.

Social Perception

Highly Positive & Trustworthy, Mission-Driven & Admirable, High-Quality & Beautiful Products, Excellent Customer Service, More Than Just Rugs

Copy Examples

• •Headline: Woven with Heritage, Crafted with Heart. Discover Your Story. Body: More than a rug, it's a legacy. Each thread in our hand-knotted Afghan masterpieces carries the dreams and dedication of the artisan who crafted it. Bring home a piece of authentic artistry and support a tradition of empowerment.
• •Headline: Ethical Luxury for Your Home. Beauty That Gives Back. Body: Adorn your space with a rug that’s as rich in story as it is in texture. At The Rug Mine, every purchase directly empowers Afghan artisans, ensuring fair wages and preserving ancient craftsmanship. Feel the warmth of genuine, sustainably sourced wool underfoot and the pride of a conscious choice.
• •Headline: From Afghan Villages to Your Living Room: A Journey of Passion. Body: Nargis, our founder, personally curates each rug, connecting you to the heart of Afghanistan. These aren't just floor coverings; they are hand-woven narratives of resilience, culture, and hope. Experience the unparalleled quality born from generations of skill.
• •Headline: The Art of Afghan Weaving. Timeless. Authentic. Yours. Body: Step into a world where every knot tells a story. Our collection features exquisite, one-of-a-kind Afghan rugs, ethically sourced and meticulously handcrafted. Invest in a piece that’s not only stunningly beautiful but also champions fair trade and sustainable practices.
• •Headline: More Than Comfort – It’s a Connection. Body: Imagine a rug that not only transforms your room but also touches lives. With The Rug Mine, you're choosing more than just exceptional quality and breathtaking design; you're becoming part of a movement that uplifts artisan communities in Afghanistan. Shop our collection and weave a better world, one rug at a time.