Brand Tone

Artistic, Vibrant, Culturally Rooted, Expressive, and Approachable.

Brand Values

• •Craftsmanship & Artistry
• •Cultural Heritage
• •Self-Expression
• •Female Empowerment & Small Business Support
• •Accessibility

Best Practices

• •Always begin by highlighting the handmade, artistic nature of the product. Use words like "handcrafted," "meticulously painted," "artisan," and "one-of-a-kind" to reinforce the core value of craftsmanship.
• •Use the stories behind the collection names (e.g., "Atrangi," "Lahori") in your copy. Briefly explain the inspiration to create a deeper connection with the audience and celebrate the brand's Indian roots.
• •Instead of just describing a product, evoke a feeling. Use words that appeal to the senses: "vibrant colors," "intricate patterns," "delicate touch," "bold statement." This makes the copy more engaging and memorable.
• •Address your audience directly and inclusively ("creative family," "art lovers"). Encourage user-generated content by asking customers to share photos of themselves wearing the jewelry. This reinforces the value of self-expression and community.
• •While the brand is rooted in tradition, its appeal is global and modern. The copy should reflect this. Pair traditional terms like "Jhumkas" with modern contexts like "your new favorite accessory for brunch" or "the perfect statement piece for your video call." This broadens the appeal without diluting the brand's identity.

Social Perception

The brand is perceived as high-quality, unique, inspirational, authentic, and trustworthy, offering well-made products that foster creativity and connection.

Copy Examples

• •Wear a masterpiece. Our new 'Atrangi' collection isn't just jewelry; it's a celebration of color, craft, and you. Each dot is hand-painted, each design tells a story. What will yours say? ✨ #HandmadeWithLove #MandalaArt #Tooartisticmandalas
• •Light up your celebrations with tradition, reimagined. Our 'Diwali Decor' collection brings the intricate beauty of mandala art to your home. Handcrafted pieces that carry the soul of the festival. Shop now and own a piece of heritage.
• •Tired of the ordinary? Discover jewelry that’s as unique as your story. Inspired by the vibrant chaos of 'Dil se Desi' life, our handcrafted earrings are made for the modern woman with a traditional heart. Worldwide shipping available. #EthnicJewelry #Handcrafted
• •Just for you, our creative family! A sneak peek at the 'Neeharika' collection before anyone else. We poured our hearts into these delicate, dew-kissed designs and we couldn't wait to share them with you. Thank you for continuing to support our small, artistic journey. ❤️
• •Transform your space into a sanctuary of peace and art. This Classic Mandala Wall Decor is meticulously hand-painted, with every dot and swirl placed with intention. Let it be the center of your calm, a daily reminder of the beauty in detail. A perfect housewarming gift for the art lover in your life.