Brand Tone

Artisanal & Passionate, Friendly & Approachable, Creative & Inspiring, Quality-Conscious

Brand Values

• •Artisanship & Craftsmanship
• •Quality Materials
• •Creativity & Passion
• •Sustainability (implied)
• •Woman-Owned Small Business

Best Practices

• •Embrace the Artisan Story: Always highlight the "hand-dyed," "small-batch," and "woman-owned studio" aspects. Use words like "crafted," "artisan," "unique," and "handmade" to reinforce this.
• •Speak with Passion and Enthusiasm: Let Emma's love for fiber shine through. Use vibrant, sensory language when describing colors and textures (e.g., "luscious," "glowing," "silky smooth," "vibrant hues"). Phrases like "we love to..." or "our passion is..." can be effective.
• •Be Friendly and Inclusive: Address the customer directly and warmly (e.g., "What masterpiece will you create?", "Let's make something beautiful together!"). Foster a sense of community among makers.
• •Focus on Inspiration and Creativity: Position the yarn not just as a product, but as a tool for creativity and self-expression. Ask questions that prompt the customer to imagine their next project. Use phrases like "spark your imagination," "bring your vision to life."
• •Maintain Authenticity and Transparency: While enthusiastic, keep the tone genuine. Acknowledge the care that goes into the hand-dyeing process. If there are longer lead times, frame it positively as part of the dedication to quality craftsmanship.

Social Perception

Highly Regarded for Quality and Color, Valued for Artisanal Nature, Good Customer Service (generally), Seen as a Treat/Specialty Product

Copy Examples

• •Headline: Dip Your Needles into a Dream of Color. Body: At Coates & Co., every skein is a little piece of our heart, hand-dyed with passion in our cozy Cincinnati studio. Discover unique colorways that will make your next knit, crochet, or weave truly sing. What masterpiece will you create?
• •Headline: From Our Hands to Yours: Yarns That Tell a Story. Body: We believe in the magic of making. That’s why we pour our love for natural, sustainably-sourced fibers into every small batch we dye. Find the perfect inspiration for your next project with Coates & Co. – where quality and creativity are spun together.
• •Headline: Unwind with Color. Create with Coates & Co. Body: Looking for that perfect hue to bring your vision to life? Our vibrant, hand-dyed yarns are crafted by our small (but mighty!) team, ready to spark your imagination. Let's make something beautiful together!
• •Headline: More Than Just Yarn – It’s an Invitation to Create. Body: Emma, our founder, fell in love with textiles at 14, and that passion is woven into every skein. We use sustainably-sourced, natural fibers to develop rich, unique colors that will make your projects pop. Explore the Coates & Co. collection and feel the difference passion makes.
• •Headline: Your Next Favorite Yarn is Waiting. Body: Dive into a world of exquisite, hand-dyed color. Based in Cincinnati, our woman-owned studio is dedicated to bringing you the most beautiful wool-blend yarns for all your fiber adventures. Soft, vibrant, and lovingly made – that’s the Coates & Co. promise.