Brand Tone

Friendly, Enthusiastic, Knowledgeable, and Community-Oriented.

Brand Values

• •Quality
• •Customer Service & Support
• •Passion & Creativity
• •Accessibility & Inclusivity
• •Sustainability

Best Practices

• •Embody the "Friendly Expert" Persona: Always write as if you're a knowledgeable friend who is genuinely excited about fabric and eager to help. Use welcoming language, offer tips, and don't be afraid to share enthusiasm.
• •Highlight Passion and Expertise Subtly: Weave in mentions of the team's professional background or passion for sewing naturally, reinforcing credibility without sounding boastful. Focus on how this expertise benefits the customer.
• •Foster a Sense of Community: Use inclusive language ("fellow sewing enthusiasts," "we're here to help"). Encourage interaction by asking questions and inviting customers to share their projects. Actively engage with comments and messages in a warm, personal manner.
• •Keep it Positive and Inspiring: Focus on the joy of creativity and the beautiful possibilities that fabrics offer. Even when addressing potential issues (like returns), maintain a helpful and reassuring tone.
• •Be Authentic and Relatable: Share the story of the brand and its owner. Use clear, straightforward language, avoiding overly technical jargon unless explaining something specific where expertise is valued. Let the genuine passion for fabric shine through in every piece of communication.

Social Perception

Cloth Control is perceived very positively by its customers and the local community. * Highly Regarded Locally: Winning local competitions and positive local directory reviews point to a strong local reputation. * Trusted Source for Quality Fabrics: Customers praise the quality and extensive selection of fabrics. * Welcoming and Expert Staff: The friendliness and expertise of the staff, particularly the owner Päivi, are consistently highlighted and appreciated. * A Hub for Sewing Enthusiasts: The shop is seen as more than just a retail space; it's a place for advice, inspiration, and community.

Copy Examples

• •Fresh in! 🌸 Let your creativity blossom with our stunning new collection of cotton prints! Perfect for spring dresses, quirky quilts, or adding a pop of colour to your next project. Our team of fabric fanatics is here to help you pick the perfect match. Swing by our Brighton or Hastings shop, or browse online – your next masterpiece starts here! #ClothControl #NewFabrics #SewingInspiration #FriendlyFabricShop #SpringSewing
• •Feel the difference at Cloth Control! ✨ From luxurious velvets to breezy linens and dazzling sequins, we've got over 1500 fabrics waiting to inspire you. Got a tricky project? Our expert seamstresses (with experience from the Royal Opera House to celebrity tours!) are bursting with advice. Come say hello and let's talk fabric! #YourCreativeJourneyBeginsHere #QualityFabrics #ExpertAdvice #BrightonFabricShop #HastingsFabrics
• •Welcome to Cloth Control – The Friendly Fabric Shop! Discover a world of beautiful dressmaking fabrics, expert advice, and a passion for creativity. Whether you're a seasoned stitcher or just starting out, we're here to help bring your ideas to life. [Shop Now] [Visit Us]
• •Hello fellow sewing enthusiast! This week at Cloth Control, we're buzzing about [mention a specific new arrival or workshop]. Our owner, Päivi, who once stitched for stars, always says, 'Sewing should be available to everyone!' – and we truly believe it. That's why we offer friendly guidance and fabrics for every dream and budget. Got a question? Just ask! We love to help. [Explore New Arrivals] [Read Our Latest Blog Post on Choosing Sustainable Fabrics]
• •Dreaming up your next sewing project? 🧵 We've got the fabric & the friendly expertise to get you started! From sustainable deadstock to vibrant African wax prints, find your perfect match at Cloth Control. #SewingCommunity #FabricShopUK #Brighton #Hastings #QualityFabric