Brand Tone

Aspirational & Appreciative of Heritage, Authentic & Natural, Elegant & Contemporary, Story-driven & Educational, Empowering (for artisans)

Brand Values

• •Authenticity & Craftsmanship
• •Heritage & Tradition
• •Quality
• •Sustainability & Ethical Practices
• •Empowerment of Artisans
• •Customer Centricity (Stated)
• •Accessibility & Discovery
• •Trust and Transparency

Best Practices

• •Emphasize Storytelling: Weave narratives about the artisans, the origin of the crafts, the cultural significance of motifs, or the benefits of natural ingredients. This reinforces authenticity and heritage.
• •Use Evocative & Sensory Language: Words like "timeless," "exquisite," "vibrant," "hand-spun," "earthy," "soulful" can convey the richness and tactile nature of the products.
• •Maintain a Respectful and Appreciative Tone: When speaking of Indian traditions and craftsmanship, the tone should always be one of deep respect and admiration.
• •Balance Tradition with Modern Appeal: Highlight how traditional crafts are reinterpreted for contemporary lifestyles. Use phrases like "modern heirlooms," "heritage reimagined," or "ethnic chic."
• •Be Transparent and Authentic (and ensure operational follow-through): While the copy can highlight values like "trust" and "quality," it's crucial that the actual customer experience (delivery, service, product accuracy) aligns with this. Address negative feedback transparently and demonstrate improvements to rebuild trust where it has been compromised. The copy should reflect genuine commitment to these values.

Social Perception

Divided Customer Experience, Concerns about Reliability, Appreciation for Design and Concept, Seen as a Key Player in Artisanal E-commerce, Growing Recognition for Sustainability

Copy Examples

• •Headline: Woven with Heritage, Designed for Today. Body: Discover the timeless elegance of [Product Name], handcrafted by master artisans. Each thread tells a story, each motif a legacy. Embrace the art of India. Shop now.
• •Headline: Beyond Fashion: Wearable Art. Body: At Tjori, we believe in pieces that resonate with soul. Our [Product Category, e.g., Ajrakh Kurtas] are more than garments; they are a celebration of ancient crafts, mindfully made for the conscious modern woman. Experience the difference.
• •Headline: The Glow of Nature, Bottled for You. Body: Indulge in Tjori’s Ayurvedic Wellness. Our [Wellness Product, e.g., Ubtan] is a pure blend of traditional Indian ingredients, ethically sourced and lovingly prepared to nourish your skin, naturally. Unveil your radiance.
• •Headline: From Our Artisans' Hands to Your Home. Body: Every Tjori creation is a testament to the skill and passion of India's gifted craftspeople. By choosing Tjori, you're not just acquiring a beautiful piece; you're empowering a community and preserving a precious heritage. Explore our new collection.
• •Headline: Modern Silhouettes, Ancient Soul. Body: Redefine your style with Tjori. Our [Product, e.g., Hand-block Printed Dress] seamlessly blends contemporary design with the enduring beauty of traditional Indian textiles. Make a statement that is uniquely yours.