Brand Tone

Aspirational, sincere, culturally appreciative, welcoming, story-driven, professional, and transparent.

Brand Values

• •Authenticity & Craftsmanship
• •Quality
• •Trust & Friendship
• •Cultural Heritage
• •Creating Memories

Best Practices

• •Lead with the "Why": Always connect the products back to the core values. Instead of just saying "new silver earrings," frame it as "new pieces of handcrafted heritage have arrived." The "why" is the celebration of Indian craftsmanship and the creation of memories.
• •Use Storytelling Keywords: Consistently integrate words like "artisan," "handcrafted," "authentic," "legacy," "story," and "memories" across all platforms from product descriptions to social media captions to reinforce the brand's identity.
• •Maintain a Warm and Sincere Tone: Write as if you are a knowledgeable and passionate friend sharing something beautiful. Avoid overly corporate or generic sales language. Use "we" and "you" to create a direct, personal connection.
• •Educate About the Craft: Use descriptions and blog posts to briefly explain the origin of a particular style (e.g., Kemp, Jadau, Temple jewelry). This adds value, validates the price point, and deepens the customer's appreciation for the product's authenticity.
• •Develop a Social Media Persona: Once social channels are established, the persona should be that of a cultural curator. Share behind-the-scenes content of artisans (if possible), the cultural significance of different designs, and customer photos. This will build the community and trust that the brand name "Mithra" aspires to.

Social Perception

Largely undefined externally; aims to project trust, high-quality, and authenticity in handcrafted Indian jewelry. Potential brand confusion due to similar names exists.

Copy Examples

• •More Than Jewelry. A Story of Indian Craftsmanship, Made for Your Memories.
• •Handcrafted by tradition, designed for today. Our Timeless Kemp Attigai Silver Necklace is a piece of heritage, reimagined. Each detail is a testament to the skill of our artisans, bringing authentic Indian artistry to your collection. Wear a story. #MithraCollections #HandmadeJewelry #SilverJewelry #IndianCraftsmanship
• •The Devi Kemp Jadau Silver Earrings aren't just worn; they are experienced. Born from the hands of master karigars, these earrings carry the spirit of authentic temple jewelry, designed to connect you to a legacy of beauty and grace.
• •Mithra means friend. For us, that's a promise. A promise to connect you with the authentic soul of India through jewelry that’s crafted with integrity and shared with trust. Every piece we offer is a conversation, a memory, a friendship in the making.
• •A New Collection is Here | Handcrafted Stories in Silver