Brand Tone

Authentic & Traditional, Customer-centric & Appreciative, Value-oriented, Quality-focused, Proudly Indian, Elegant & Stylish, Trustworthy & Secure

Brand Values

• •Authenticity
• •Craftsmanship
• •Customer Relationships
• •Value for Money
• •Quality
• •Indian Heritage
• •Trust and Integrity

Best Practices

• •Develop a Brand Voice Chart: Create a document that explicitly defines the brand’s tone (e.g., Authentic, Appreciative, Elegant, Value-Driven), lists "do's and don'ts" for language, and includes examples of preferred phrases versus those to avoid. This serves as a guide for anyone creating content.
• •Prioritize "Authenticity" and "Handmade": Consistently weave these core values into product descriptions, social media content, and all communications. Use storytelling to highlight the artisanry and the Jaipuri heritage.
• •Maintain a Customer-Centric Approach: Address the customer with respect and appreciation, echoing the "loyal clients—now more like family" sentiment. Frame benefits around their desire for quality, uniqueness, and fair pricing.
• •Balance Elegance with Value: While showcasing the "luxury" of handmade items and "timeless beauty," also reinforce the "unbeatable prices" and "30% lower than other marketplaces" value proposition where appropriate. Avoid overly casual or slang-filled language to maintain an air of quality and respect for the craft.
• •Be Consistent Across All Channels: Ensure the tone used on the website (product descriptions, About Us, FAQ) is mirrored in any future social media posts, email marketing, and customer service interactions. This builds brand recognition and trust. Regularly review content to ensure adherence to the established tone.

Social Perception

Kurtisthan aims to be perceived as a trusted source for authentic, high-quality, handmade Indian ethnic wear, built on strong customer relationships and offering good value. The founder's Etsy success and "Best Etsy seller" award suggest a historically positive perception among its Etsy customer base.

Copy Examples

• •Headline (Website Banner/Social Media Ad): Experience True Jaipuri Artistry. Authentic Handmade Kurtis, Crafted with Passion, Priced with Love. Shop Kurtisthan.
• •Product Description Snippet (for a Kurti): Each thread tells a story of tradition. Our [Product Name] Kurti, handcrafted by skilled Indian artisans, offers timeless elegance and unparalleled comfort. Feel the luxury of authentic Jaipuri design, made just for you.
• •About Us Excerpt (Social Media Post): From a beloved Etsy store to our own online home, Kurtisthan was born from your trust and our passion for genuine Indian handicrafts. We continue to bring you 100% original, handmade treasures at prices that respect both a_rtisan and c_ustomer. Thank you for being part of our family!
• •Email Subject Line (for a promotion): Kurtisthan Exclusive: Handcrafted Elegance, Now Even More Accessible.
• •Instagram Caption (Showcasing an artisan or the making process): The soul of Kurtisthan lies in the hands of our incredible artisans. Witness the dedication and skill that transforms beautiful fabrics into wearable art. #MadeInIndia #HandmadeLuxury #JaipuriCraftsmanship #KurtisthanStory