Brand Tone

Ethical, Personal, and Story-driven

Brand Values

• •Empowerment through Trade
• •Authenticity and Craftsmanship
• •Ethical Consumerism
• •Community
• •Transparency

Best Practices

• •Lead with the "Why": Always start with the human impact. Before describing what a product is, explain who made it or what community it supports. The story is the most unique selling proposition.
• •Use Ethical and Empowering Language: Consistently use terms like "ethically sourced," "fair trade," "artisan-made," "empowering," and "sustainable." Avoid purely transactional language; frame purchases as contributions to a better world.
• •Maintain a Personal Voice: Write as if you are personally telling a friend about a wonderful discovery. Use "we" to refer to the shop and its mission. Share the family business aspect to build a direct, trust-based relationship with the customer.
• •Focus on Detail and Authenticity: In product descriptions, include specific details about the origin, materials, and the craftspeople. This transparency reinforces the brand's authenticity and the unique value of each item.
• •Educate, Don't Just Sell: Use website copy and any future content (like a blog or newsletter) to educate customers about the principles of fair trade. Explaining what BAFTS certification means or highlighting a specific artisan group's success story adds depth and reinforces the brand's core mission.

Social Perception

Perceived as a credible, niche retailer offering unique, high-quality, ethically-sourced gifts, with an emphasis on positive social impact, largely driven by BAFTS certification and its focused online/physical presence.

Copy Examples

• •More Than a Gift. A Story. Discover handcrafted, fair trade treasures that empower artisans from around the world.
• •Woven with a new purpose. This vibrant, one-of-a-kind piece is handcrafted by artisans in India from recycled saris, giving both material and maker a new beginning. Each purchase helps provide fair wages and a safe working environment for women in their community.
• •From our family to the global families we support. Since 2005, A World of Difference has been more than just a shop—it's our commitment, passed from mother to daughter, to bring you beautiful, ethically-made gifts that honor the hands that created them.
• •This week's arrivals have a story to tell...
• •Adorn yourself with purpose. Every necklace, bracelet, and earring in our collection is handmade by skilled artisans, blending traditional techniques with timeless design. Wear a piece that not only looks beautiful but feels right.