Brand Tone

Aspirational yet Accessible, Elegant & Sophisticated, Passionate & Story-driven, Modern & Trendy, and Ethical & Conscious.

Brand Values

• •Craftsmanship & Quality
• •Affordable Luxury
• •Ethical Sourcing & Sustainability
• •Celebrating Life
• •Heritage & Modernity
• •Customer-centricity

Best Practices

• •Tell Your Story Consistently: Weave in elements of the founder's passion, the artisans' skill, and the 'Made in India' pride across all communications to reinforce authenticity and heritage.
• •Highlight the 'demi-fine' aspect to manage price expectations while emphasizing value.
• •Emphasize Ethical Choices: Regularly mention ethical sourcing, support for artisans, and eco-friendly practices to connect with conscious consumers.
• •Use Visual Storytelling: Leverage high-quality images and videos showcasing the craftsmanship and beauty of the jewelry.
• •Engage in Conversations: Respond to customer comments and reviews with the brand's tone of voice to build relationships and show appreciation.

Social Perception

A provider of beautiful, unique, and high-quality demi-fine jewelry that offers a touch of everyday luxury. Ethical sourcing and Indian craftsmanship appeal to consumers who value these aspects. Modern, stylish, and empowering, helping customers 'shine your way' and let their 'sparkle speak louder than words.'

Copy Examples

• •Experience everyday luxury with our handcrafted demi-fine jewelry, ethically sourced and designed to celebrate life's precious moments.
• •Discover exquisite pieces made by skilled Indian artisans, blending heritage craftsmanship with globally inspired designs.
• •Shine your way with our modern and trendy jewelry, the perfect glow-up accessory for any occasion.
• •Adorn yourself with jewelry so unique, it's practically art. Ethically sourced and handcrafted with passion.
• •Stacking rings for that casual brunch flex. Elevate your style with our accessible luxury collection.