Brand Tone

Elegant, sophisticated, celebratory, inspirational, personal, with an overall feel of accessible luxury and cultural pride.

Brand Values

• •Personalization and Uniqueness
• •Quality and Craftsmanship
• •Contemporary Ethnic Fusion
• •Community and Celebration
• •Passion and Expertise

Best Practices

• •Develop a Brand Voice Chart: Create a document that outlines the brand's personality traits (e.g., elegant, celebratory, personal), and provides examples of "do's and don'ts" for writing copy.
• •Use Storytelling: Share the stories behind the designs, the inspiration for a collection, or the craftsmanship involved. This reinforces the brand's values of passion and quality.
• •Maintain a Consistent Visual Identity: Ensure that the tone of the copy is reflected in the visual elements used across all platforms. High-quality, elegant imagery will complement a sophisticated tone.
• •Engage with the Community: Respond to comments and messages in a manner that is consistent with the brand's voice. Personalized and gracious interactions will reinforce the brand's value of community.
• •Train All Team Members: Anyone responsible for writing on behalf of the brand, from social media managers to customer service representatives, should be trained on the brand's tone of voice to ensure consistency across all touchpoints.

Social Perception

Largely positive, viewed as a high-quality, designer-led boutique specializing in Indian fashion. Recognized for beautiful and unique collections, particularly within the South Asian community in Chicago. The founder, Monica Chopra, is seen as a knowledgeable and talented designer making a significant impact.

Copy Examples

• •Elegance is an attitude, and our new bridal lehenga is the perfect expression of it. Intricately embroidered and designed to make you feel like royalty on your special day. #VibgyorByMonica #BridalCouture #IndianWedding
• •The festival of lights deserves a touch of sparkle. Discover our Navratri collection and shine your brightest. #VibgyorByMonica #FestiveFashion #Diwali
• •Timeless pieces, for a limited time. Explore our sale and add a touch of Vibgyor elegance to your wardrobe. #VibgyorByMonica #FashionSale #EthnicWear
• •From a statement necklace to delicate earrings, the right jewelry can transform your look. Read our latest blog post on how to perfectly accessorize your ethnic wear. #VibgyorByMonica #JewelryStyling #FashionTips
• •New arrivals are here! Explore our latest collection of contemporary ethnic wear and find your new favorite outfit. #VibgyorByMonica #NewCollection #IndianFashion