Brand Tone

The brand's tone is dual-natured: Passionate, Creative, and Community-Oriented for its quilting heritage, and Sophisticated, Cultured, and Quality-Focused for its newer e-commerce focus on Turkish towels. Across both facets, the underlying tone is genuine and appreciative of craftsmanship.

Brand Values

• •Artisanal Craftsmanship
• •Practical Beauty
• •Community and Connection
• •Quality and Heritage
• •Sustainability and Ethical Production

Best Practices

• •Bridge the Narrative: Actively work to connect the quilting heritage with the new focus on Turkish textiles. Use the founder's story as the "why" behind the brand's expansion, focusing on the shared values of craftsmanship, quality cotton, and practical beauty.
• •Maintain a Unified Visual Identity: Ensure that product photography for the towels and other goods reflects the same clean, high-quality, and modern aesthetic seen in the quilting posts on Instagram. This will create a more seamless visual experience for followers.
• •Use a Consistent "Founder's Voice": Whether writing about quilts or towels, the copy should reflect the personal, passionate, and knowledgeable voice established by the founder. This creates a sense of authenticity and trustworthiness.
• •Segment and Tailor Communication: While the core brand message should be consistent, tailor the content for different platforms and audiences. Keep the deep-dive quilting content for the blog and dedicated social media posts, while using broader messaging about craftsmanship and quality for ads and the e-commerce storefront.
• •Emphasize Shared Values in All Copy: Every piece of copywriting, from a tweet to a product description, should reinforce at least one of the core brand values: Craftsmanship, Practical Beauty, Community, Quality, Heritage, or Sustainability. This will build a strong, cohesive brand identity across all touchpoints.

Social Perception

The brand's social perception is split: The quilting community views the brand and its founder, Lorena Uriarte, as talented, generous, and well-regarded with a loyal following. General consumers perceive the brand through its Turkish towels and other textiles as offering high-quality, aesthetically pleasing, and versatile home goods, often without connecting it to the quilting heritage.

Copy Examples

• •Art you can use. Our new Aegean Stripe collection is a nod to our first love: functional beauty. Woven with 100% pure Turkish cotton, each towel is a masterpiece of tradition and softness, ready for your home, your travels, and your life. #WrappedInLove #BlueLilyCotton #TurkishTowel
• •From the looms of Turkish masters to your home. At Blue Lily Cotton, we believe in heritage, quality, and beauty that doesn’t cost the earth. Our peshtemal towels are crafted from 100% organic cotton, using traditional methods that have been passed down for generations. Feel the difference. #SustainableLuxury #ArtisanalHome
• •Our story began with a needle and thread, and a passion for creating beautiful, practical things by hand. This love for craftsmanship led us from the intricate world of modern quilting to the rich traditions of the Turkish Hammam. Today, Blue Lily Cotton brings you the finest peshtemal towels, woven by artisans in Turkey. The spirit remains the same: to wrap you in the love of something beautifully made.
• •Let your table tell a story. Hand-printed by skilled artisans, our Blue Lily dinner napkins bring a splash of creative joy to any meal. Made from 100% cotton, they are a simple, beautiful way to honor the everyday. Just like our journey, they celebrate the beauty of craft. #HandmadeHome #TableScapes
• •A New Chapter in Cotton. You’ve shared our passion for the art of quilting, for the love and care that goes into every stitch. That same passion for beautiful, practical cotton has led us on a new journey. Introducing our collection of authentic Turkish towels—a different kind of craftsmanship, but with the same soul. We’re excited to share this new chapter with you, our most cherished supporters.