Brand Tone

sincere, warm, and aspirational, with an undercurrent of accessible luxury.

Brand Values

• •Authenticity
• •Heritage & Craftsmanship
• •Timelessness & Longevity
• •Quality
• •Accessibility & Fairness
• •Inclusivity & Connection
• •Consciousness & Philanthropy

Best Practices

• •Embrace Storytelling: Weave the brand's origin, the founder's inspiration (grandparents, Indian heritage), and the meaning of 'Umara' (lifetime) into various communications. This reinforces sincerity and warmth.
• •Highlight Tangible Values: Consistently mention 'solid gold,' '14/18 karat,' 'handcrafted in India,' 'conflict-free diamonds,' and 'fair pricing.' This builds trust and underscores the quality and authenticity.
• •Use Warm & Inclusive Language: Employ words that evoke emotion, connection, and timelessness (e.g., 'cherish,' 'legacy,' 'forever,' 'journey,' 'community'). Address the audience directly and personally where appropriate (like handwritten notes or social media interactions).
• •Maintain an Aspirational yet Accessible Feel: While focusing on the investment and heirloom quality of fine jewellery, ensure the language doesn't become intimidating. Emphasize the 'fair pricing' and 'everyday elegance' to make the aspiration feel achievable.
• •Be Transparent and Educational: Share information about gold quality, care, hallmarking, and the brand's ethical commitments (like the Umara Pledge). This reinforces authenticity and positions the brand as a knowledgeable and trustworthy partner.

Social Perception

trustworthy, high-quality, and culturally rich independent jewellery brand.

Copy Examples

• •Headline: Umara: Your Lifetime of Stories, Forged in Gold. Body: Inspired by generations of Indian heritage, each Umara piece is more than jewellery; it's a chapter of your life, handcrafted in solid gold to be cherished forever. Discover timeless designs meant to journey with you.
• •Instagram Caption: More than just an adornment, it’s a promise. A promise of quality, of heritage, of a sparkle that lasts a lifetime. Our 18k solid gold pieces are handcrafted in India, blending timeless tradition with modern elegance. What story will your Umara piece tell? ✨ #UmaraJewellery #SolidGold #TimelessElegance #IndianCraftsmanship #HeirloomQuality
• •Email Subject: Invest in Forever: The Umara Solid Gold Difference Body: Tired of fleeting trends? At Umara, we believe in jewellery that endures. Punjabi for 'lifetime,' Umara offers fairly priced, handcrafted 14k and 18k solid gold treasures. No inflated markups, just pure, authenticated quality designed to become part of your legacy. Explore pieces that hold their value, and their beauty.
• •Product Description Snippet (for a simple gold chain): The essential solid gold chain, reimagined by Umara. Ethically sourced and meticulously handcrafted, this piece is the cornerstone of a timeless jewellery collection. Designed for a lifetime of wear, its understated elegance speaks volumes. Feel the Umara difference – authentic, fairly priced, forever yours.
• •TikTok Video Concept Teaser Text: From my grandmother's legacy to your everyday sparkle. ✨ Building Umara wasn't just about gold, it was about connection, heritage, and making fine jewellery a little more honest. Follow our journey! #FemaleFounder #UmaraStory #SolidGoldLove #PunjabToYou