Brand Tone

Caring, Trustworthy, and Community-Oriented

Brand Values

• •Sustainability and Eco-Consciousness
• •Local Support and Canadian Identity
• •Quality and Durability
• •Comfort and Style
• •Affordability

Best Practices

• •Always circle back to the core values. Whether writing about a new product or a sale, frame it through the lens of sustainability, local pride, quality, or comfort. For example, instead of just "New jackets in stock," try "Our new Canadian-made jackets are here to keep them cozy and dry."
• •Use "we" to speak on behalf of the brand (e.g., "We believe in...") and "you/your" to speak directly to the parent (e.g., "...for your children"). This creates a conversational and inclusive tone.
• •Focus on the benefit for the child. Use words like "comfort," "play," "adventure," "soft," and "move." This shows that the brand understands the end-user, not just the purchaser.
• •Don't just say "eco-friendly." Be specific. Mention "GOTS-certified organic cotton," "recycled packaging," or "made locally." This builds trust and reinforces the brand's trustworthy tone.
• •Ensure the clean, bright, and simple aesthetic of the website is reflected in all social media posts. The copy should remain positive, helpful, and community-focused across all platforms to create a seamless brand experience.

Social Perception

A reliable, eco-friendly, and stylish local source for high-quality children's wear. The absence of negative feedback in searches is a positive indicator, suggesting a generally satisfied customer base that does not feel compelled to complain publicly. The perception is likely strongest within its local community (north of Montreal), which is its stated target market.

Copy Examples

• •Dress them in kindness. Our new collection is crafted from the softest GOTS-certified organic cotton, because we care about their world as much as you do. Gentle on the skin, gentle on the planet. 🌿 #BoutiqueTourmaline #EcoFriendlyKids #SustainableStyle #ShopLocal
• •Ready for any adventure! From the park to the playground, our clothes are made to last. Designed for comfort and durability, so they can run, jump, and play all day long. Because kids should be kids. #IWearTourmaline #KidsClothes #DurableFashion #MontrealKids
• •By our community, for our community. Thank you for supporting a local Quebec business and dressing your little ones in quality and style. Proudly from the North Shore. #ShopLocal #Montreal #QuebecBrand
• •Subject: Stylish Savings! Up to 50% Off on Spring Essentials. Body: Hi [Customer Name], welcome the sunshine with style! Our spring collection is here, filled with bright colours and playful designs your kids will love. For a limited time, get up to 50% off on select styles. Great quality at prices you'll love. #KidsFashion #SpringSale #AffordableStyle
• •What adventure is this outfit perfect for? [Poll: A) A walk in the woods B) A birthday party]. We love seeing your little ones in Tourmaline! Tag us @boutiquetourmaline for a chance to be featured. #TourmalineKids #OOTD