Brand Tone

Personal, trustworthy, passionate, encouraging, informative, and relatable.

Brand Values

• •Sustainability
• •Quality and Trust
• •Affordability
• •Community and Family

Best Practices

• •Maintain the Personal Voice: Always write from Antje's perspective, using "I" and "my" to maintain the personal, trustworthy connection she has established.
• •Emphasize Core Values in All Communication: Every piece of copy, from product descriptions to emails, should weave in the core values of sustainability, quality, and affordability.
• •Tell Stories, Not Just Sell Products: Use storytelling to connect with customers on an an emotional level. Share the history of a unique piece or highlight how a purchase supports the circular economy.
• •Be an Educator: Consistently provide helpful information about the benefits of second-hand shopping. This reinforces the brand's position as a knowledgeable and trustworthy expert.
• •Use Warm and Encouraging Language: Employ positive and inviting language. Phrases like "find your next favorite piece" and "discover treasures" create an enjoyable and exciting shopping experience.

Social Perception

Reliable, friendly, high-quality, fair-priced, trustworthy, and positive.

Copy Examples

• •From Mom to Mom: Vetted second-hand treasures that are easy on your wallet and the planet.
• •Don't save on quality, just on price. This lovingly selected set is free of harmful substances and ready for new adventures – sustainable and carefully checked for you by me, Antje.
• •22 years ago, my journey as a mother and second-hand lover began. Today, I share that passion with you. Every piece in this shop is hand-selected with the same eye for quality and sustainability I had for my own children.
• •New in the Shop: Discover sustainable favorite pieces for your little ones.
• •Browse Sustainably Now