Brand Tone

personal, welcoming, and passionate

Brand Values

• •Passion for Craft
• •Resilience and Personal Fulfillment
• •Customer Connection and Community
• •Accessibility and Personal Service

Best Practices

• •Always Use "I" and "You": Write as if the owner is speaking directly to a fellow crafter. Use a personal, first-person narrative ("I recommend," "I love this pattern") to maintain the connection.
• •Share the Passion: Infuse copy with genuine enthusiasm for the craft. Mention the joy of creating, the quality of materials, and the satisfaction of a finished project.
• •Tell the Story: Subtly weave the brand's origin story into marketing materials where appropriate. It’s a powerful differentiator that builds trust and emotional connection.
• •Encourage Interaction: End emails, blog posts, or even product descriptions with a question or an invitation to connect, mirroring the owner’s offer to meet customers or source products.
• •Keep it Simple and Heartfelt: Avoid corporate jargon or overly polished marketing speak. The brand's strength lies in its authenticity and human touch. The language should feel like a warm conversation with a knowledgeable friend.

Social Perception

Customers are likely to see Angel Crafts NZ as a niche, trustworthy, and knowledgeable supplier. The personal story and direct contact information foster a sense of reliability and care that larger retailers often lack. The target audience is likely experienced crafters who appreciate the specialized product range—such as specific thread brands like DMC and Anchor, and patterns—and the expertise of a fellow enthusiast. The perception is that of a small, local "hidden gem" rather than a mass-market supplier.

Copy Examples

• •Welcome, Fellow Crafter! From one stitcher to another, find threads, patterns, and inspiration to bring your next project to life. Started from a 40-year passion, just for you.
• •There's nothing like the feeling of finishing that final stitch. This [Product Name] kit has everything you need to create a piece you'll be proud of. I've personally selected these high-quality DMC threads to ensure your colors are vibrant and true. Happy stitching!
• •More than just a shop, Angel Crafts is a second chance. After a health scare in 2016, I knew I wanted to spend my days surrounded by what I've loved for 40 years: crafting. Every order you place is packed by me, right here in my Kaiapoi shop, with the hope that it brings you as much joy as building this dream has brought me.
• •A note from my craft table to yours...
• •Running low on [Brand Name] floss? I know how it is! To help you complete your masterpiece, all [Brand Name] threads are 15% off this week. Let's get you the colours you need.