Brand Tone

Friendly & Approachable, Caring & Nurturing, Passionate & Authentic, Playful & Cheerful

Brand Values

• •Natural & Organic Materials
• •Comfort & Softness
• •Quality & Durability
• •Affordability & Cost-Consciousness
• •Classic & Timeless Style
• •Supporting Small & Local
• •Sustainability & Ethical Consumption

Best Practices

• •Embrace "Mum-to-Mum" Language: Use a warm, empathetic, and relatable tone, as if one mother is speaking to another. Share personal anecdotes or insights where appropriate (like the founder does).
• •Highlight the "Why": Consistently weave in the brand's core values – organic, natural, comfortable, affordable, sustainable, and supporting local. Explain *why* these are important for babies and families.
• •Use Sensory & Emotive Words: Words like "buttery soft," "gentle," "cosy," "cuddle," "precious," "playful," and "cheerful" evoke the desired feelings associated with the brand.
• •Be Visual & Descriptive (Even in Text): Paint a picture with words. Instead of just saying "coloured onesies," try "onesies in cheerful hues inspired by a sweet sorbet summer's day".
• •Maintain Authenticity & Transparency: Continue to share the founder's journey, the brand's commitment to natural materials, and the "why" behind their choices, especially when contrasting with fast fashion. This builds trust and resonates with conscientious consumers.

Social Perception

Positive Customer Feedback, Trusted by Parents, Good Value, Supportive of a Small NZ Business, Responsive

Copy Examples

• •Hello Mamas! 👋 Snuggle up your little dreamer in our NEW buttery-soft Organic Cotton Zip Growsuit! ☁️ Made with love and GOTS-certified organic cotton, because their delicate skin deserves the best. Gentle, breathable, and oh-so-cosy for sweet dreams and happy playtimes. Tap to shop the 'Cloud Nine' collection! #CosyBoutiqueNZ #OrganicBabyClothes #NZMums #NaturalComfort #ShopSmallNZ
• •Tired of baby clothes that don't last or irritate sensitive skin? 😟 At Cosy Boutique, we believe every Kiwi bubba deserves natural comfort without the premium price tag. Our organic cotton essentials are designed by a NZ mum, for NZ mums – ensuring quality, softness, and playful style that’s kind to your wallet and the planet. 🌱 Shop our range now and feel the Cosy difference! #CosyComfort #AffordableOrganic #NZMadeWell #BabyEssentials
• •*(Visual: Founder holding a colourful organic cotton onesie, smiling warmly)* Hey Cosy Crew! Madi here 👋 Just a little reminder why organic cotton matters for our little ones. It’s super soft, breathable (no nasties!), and so much kinder to their precious skin AND our beautiful Aotearoa. That’s what Cosy Boutique is all about! 💚 #OrganicGoodness #CosyKidsNZ #SustainableChoices #MumLifeNZ
• •From our little corner of Northland to your home, we pour so much love into every Cosy Boutique piece. 🥰 As a mum, I know how important it is to have clothes that are not only adorable but also safe, comfy, and made to last through all those precious first moments. Thank you for being part of our Cosy family and supporting our dream of dressing little Kiwis in nature's best. Explore our latest arrivals made for playing, sleeping, and cuddling! [Link to New Arrivals]
• •Give your little sprout the gift of ultimate comfort with our Organic Rib Leggings! Crafted from the softest GOTS-certified organic ribbed cotton, these leggings are designed for all-day play and peaceful slumbers. The gentle stretch moves with your active tot, while the breathable fabric keeps them cool and comfy. Perfect for layering or wearing on their own – a classic, colourful, and cost-conscious choice for your baby’s everyday adventures. Because happy skin means a happy baby! ✨