Brand Tone

Friendly and Welcoming, Knowledgeable and Expert, Supportive and Encouraging, Passionate and Enthusiastic, Community-Focused

Brand Values

• •Customer Relationships & Service: Strong emphasis on building lasting relationships beyond the initial sale, offering excellent after-care, support, and lessons.
• •Expertise & Knowledge: Pride in their deep understanding of Bernina products and the craft of quilting and sewing.
• •Quality Products: Focus on high-quality Bernina machines and a curated selection of premium, vibrant fabrics.
• •Creativity & Inspiration: Encouraging customers' creative journeys by providing beautiful materials, classes, and a supportive environment.
• •Community Building: Creating a welcoming space where sewers and quilters can connect, learn, and share.

Best Practices

• •Always Be Welcoming and Approachable: Use warm, friendly language. Address the customer directly (e.g., "you," "your"). Avoid overly technical jargon unless explaining a specific feature where clarity is key.
• •Showcase Expertise with Enthusiasm, Not Intimidation: Share knowledge generously and passionately. Position advice as helpful tips from fellow enthusiasts rather than directives. Celebrate the craft and the tools.
• •Focus on the "After the Sale" Relationship: Continuously reinforce the idea of ongoing support, community, and shared passion. Highlight classes, servicing, and the willingness to help with projects.
• •Emphasize Community and Shared Passion: Use inclusive language ("we," "us," "our community"). Encourage interaction, sharing of projects, and participation in classes or store events. Make customers feel like they are part of something.
• •Let Your Love for Color and Quality Shine: Use vibrant, descriptive language when talking about fabrics and the joy of creating. Reflect the excitement you have for new arrivals and beautiful materials. Your passion is contagious.

Social Perception

Highly Respected, Trusted Experts, A "Haven" for Crafters, Provider of Excellent Service, Destination for Quality Fabrics

Copy Examples

• •Headline: Unlock Your Creativity with Bernina & All Things Bernina. Body: More than just a machine, a Bernina is your partner in creativity. And at All Things Bernina, we're more than just a store – we're your dedicated support crew! From your first stitch to your latest masterpiece, our expert team is here with friendly advice, inspiring classes, and Auckland's most vibrant collection of fabrics. Let's create something beautiful together! Visit us and see why the journey starts *after* the sale. Call to Action: Explore Our Bernina Range & Classes!
• •Headline: Your Happy Place for All Things Patchwork! Body: Dive into a world of color and creativity at All Things Bernina! Our shelves are bursting with stunning fabrics from Kaffe Fassett to Liberty, waiting to become your next project. Whether you're a seasoned quilter or just starting, our passionate team loves to help you choose the perfect materials and offer tips to bring your vision to life. Come in, browse, and let's chat about your next creation! Call to Action: Discover Your Next Fabric Obsession!
• •Headline: Got a Bernina? You've Got Us! Expert Servicing & Friendly Support. Body: We know your Bernina is precious! That’s why our on-site technician provides exceptional care to keep your machine purring. Plus, when you buy a Bernina from us, you join our family with free lessons to master your machine. Have a question? Just ask! We genuinely love to help. Call to Action: Book Your Service or Visit Us Today!
• •Headline: From Curious Beginner to Confident Creator – We've Got a Class for You! Body: Always wanted to learn patchwork, quilting, or get more from your sewing machine? All Things Bernina offers a fantastic range of classes for every skill level. Our experienced and friendly tutors create a supportive space where you can learn, laugh, and make something amazing. Call to Action: Check Out Our Class Schedule & Unleash Your Inner Artist!
• •Headline: Tag Us In Your Makes! We LOVE Seeing Your Creations! Body: There's nothing we enjoy more than seeing what our amazing customers create with fabrics and machines from All Things Bernina! Share your latest quilt, garment, or crafty project on Facebook or Instagram using #AllThingsBerninaMakes. Let's inspire each other and celebrate the joy of sewing! Call to Action: Get Inspired & Share Your Work!