Brand Tone

Authentic & Proud, Warm & Welcoming, Tasteful & Modern Traditional, Passionate

Brand Values

• •Heritage & Culture: Promoting and preserving Irish traditions, craftsmanship, and stories.
• •Quality & Authenticity: Offering genuine Irish-made or Irish-culture-promoting products.
• •Community: Strong ties to their local Glen Rock community and the broader Irish-American population.
• •Customer Connection: Sharing stories, recipes, and engaging with customers through their journal and social media.
• •Sustainability: Evidenced by their partnership with Anam Árann, focusing on environmental and cultural preservation.
• •Sharing & Education: They seem keen on educating customers about Irish culture, seen through their book selections and journal entries.

Best Practices

• •Embrace Storytelling: Share the narratives behind the products, the artisans, and Irish traditions. Connect with customers on an emotional level by highlighting the heritage and passion.
• •Use Warm and Inclusive Language: Make the copy feel like a welcoming conversation with a knowledgeable friend who is eager to share their love for Ireland. Avoid overly formal or exclusionary jargon.
• •Highlight Authenticity and Craftsmanship: Emphasize "Irish-made," "handcrafted," "traditional," and "contemporary Irish design" to reinforce the quality and genuineness of the products.
• •Balance Tradition with Modern Appeal: While celebrating heritage, ensure the language also appeals to a contemporary audience. Showcase how traditional items fit into modern lifestyles.
• •Infuse a Sense of Community and Connection: Reference the local store if applicable for local audiences, and foster a sense of belonging for all customers, whether they have Irish roots or simply an appreciation for the culture. Mention sharing, gifting, and family.

Social Perception

A go-to destination for authentic Irish products in Bergen County and online. A tasteful and curated shop that avoids clichés, offering a blend of traditional and modern items. A family-run business with a genuine passion for Irish culture, deeply connected to its roots and local community. A welcoming place that shares the beauty and craftsmanship of Ireland. Customers appreciate the quality of the products and the meaningfulness of items, often purchased as gifts.

Copy Examples

• •Carrick Mór: Where Ireland's Heart Meets Your Home. Discover handcrafted treasures and authentic Irish goods that tell a story. From the rugged coasts to bustling cities, we bring the enduring spirit of Ireland to you. Wrap yourself in the warmth of an Aran sweater or share the taste of tradition with our selection of Irish foods. It's more than shopping; it's a piece of heritage.
• •Beyond the Shamrock: Modern Irish Craftsmanship. At Carrick Mór, we celebrate the rich tapestry of Irish artistry – from timeless traditions to contemporary designs. Find unique jewelry, stylish apparel, and home décor that beautifully blends heritage with modern appeal. Experience the authentic Ireland, thoughtfully curated for you.
• •Taste the Tradition. Share the Joy. There's nothing quite like the comfort of an Irish kitchen. Bring home the flavors of Ireland with our selection of classic teas, biscuits, and all the fixings for a hearty Irish breakfast. Perfect for sharing with loved ones or savoring a quiet moment of your own. Explore our pantry at Carrick Mór.
• •Gifts That Speak from the Soul of Ireland. Looking for a gift that’s both beautiful and meaningful? Carrick Mór offers a unique collection of Irish-made treasures, from intricate Celtic jewelry to heartfelt blessings and literary gems. Give a gift that carries the warmth, wit, and wonder of Ireland.
• •Connecting Generations, One Irish Story at a Time. Carrick Mór was born from a love for Ireland, a passion we share with our community in Glen Rock and beyond. Explore our collection and discover the stories woven into every piece – from handcrafted heirlooms to the vibrant voices of Irish authors. Join us in celebrating Irish culture.