Brand Tone

approachable, supportive, passionate, inclusive, and educational

Brand Values

• •Creativity and Joy: Encouraging the joy of making and the creation of beautiful, thoughtful items. Designs are often described as joyful and inspired by personal experiences or culture.
• •Inclusivity and Representation: Committed to providing size-inclusive patterns and fostering a diverse and welcoming community. This includes a focus on featuring diverse models and designers.
• •Quality and Thoughtful Design: Emphasis on well-crafted, meticulously tech-edited patterns with clear instructions and attention to detail, ensuring a good fit.
• •Community: Building a supportive and engaged community of knitters. This is evident through test knitting groups, social media interaction, and collaborations.
• •Sustainability and Ethical Practices: A focus on climate-friendly fibers, ethical sourcing, and supporting a diverse group of mills and dyers. The brand mentions offering financial aid for patterns and yarn support for testers.
• •Cultural Appreciation: Designs are sometimes inspired by Aimee Sher's Taiwanese American heritage, bringing cultural stories into the knitting world.

Best Practices

• •Speak from the Heart: Let genuine passion for knitting and the creative process infuse your language. Share personal anecdotes and the inspiration behind your designs.
• •Prioritize "You" over "We": Focus on the customer's experience, benefits, and feelings. Use language that makes them feel seen, understood, and supported (e.g., "You'll love how this fits," "We're here to help you succeed").
• •Embrace Inclusivity in Language: Actively use inclusive and welcoming language. Ensure your copy reflects the diversity of your audience and your commitment to size inclusivity (e.g., "patterns for every body," "celebrating all makers").
• •Be a Helpful Guide: Offer clear, encouraging, and educational content. Break down complex information simply. Anticipate knitters' questions and provide supportive answers in your copy, whether it's a pattern description or a social media post.
• •Maintain Authenticity Across Platforms: While the style might vary slightly (e.g., TikTok vs. Email), ensure the core tone of approachability, passion, inclusivity, and support remains consistent. Let Aimee's genuine voice be recognizable everywhere.

Social Perception

Positive Reputation: Aimee Sher Makes is generally perceived very positively within the knitting community. Test knitters report excellent experiences, highlighting responsiveness, openness to feedback, and well-written patterns. Respected Designer: Aimee Sher is recognized as a talented designer known for size-inclusive and thoughtfully constructed patterns. The brand has been featured by knitting publications and platforms like Pom Pom Magazine and Stephen & Penelope. Engaged Community: Customers and followers actively engage with the brand on social media and Ravelry, sharing their projects and positive feedback. Valued for Inclusivity: The commitment to size inclusivity and diversity is frequently praised and appreciated by the community. High-Quality Products: Yarn and notions offered by the shop are generally well-received, with customers praising the quality and beauty of the products.

Copy Examples

• •Instagram Post (New Pattern Launch): ✨ Cozy up with our newest pattern, the [Pattern Name]! ✨ Designed with every body in mind, this [type of garment] is all about joyful making and a perfect fit. We've poured our hearts into ensuring the instructions are crystal clear, so you can relax and enjoy every stitch. Check out the link in bio for all the details and find your next favorite knit! We can't wait to see your beautiful creations! #AimeeSherMakes #SizeInclusiveKnitting #JoyfulKnitting #[PatternName]
• •Email Newsletter (Highlighting a Value): At Aimee Sher Makes, we believe knitting is for everyone. ❤️ That's why every pattern we design is size-inclusive and created to celebrate the beautiful diversity of our making community. We're passionate about providing thoughtfully crafted designs that bring you joy and confidence, stitch by stitch. Discover patterns made with love, for every unique knitter: [Link to patterns] #KnitInclusively #ThoughtfulMaking #CommunityLove
• •Product Description (Yarn): Wrap yourself in the luxurious softness of our [Yarn Name]! Ethically sourced and lovingly curated, this [fiber type] yarn is a dream to work with, offering stunning stitch definition and a beautiful drape. Perfect for that special project you've been dreaming of. We believe in yarns that not only feel good but *do* good. Happy knitting! [Link to shop] #EthicalYarn #LuxuryFibers #KnittersGonnaKnit
• •Facebook Ad (Promoting a Tutorial/Blog Post): Stuck on [knitting technique]? 🤔 We've got you! Our latest blog post (and video tutorial!) breaks down [technique] step-by-step, making it easy and fun to learn. At Aimee Sher Makes, we're all about empowering you with the skills and confidence to create beautiful things. Click here to master your next technique! [Link to blog/tutorial] #KnittingTips #LearnToKnit #SupportiveCommunity #AimeeSherTeaches
• •TikTok Video Script (Behind the Scenes): (Upbeat, friendly music) Hey knit-fam! Aimee here, giving you a little peek into how the [Pattern Name] came to life! 🎨 From first sketch to final stitches, it's a journey fueled by passion and lots of coffee! 😉 What inspires your makes? Share in the comments! 👇 #KnittingDesigner #CreativeProcess #BehindTheSeams #YarnLove #AimeeSherMakes