Brand Tone

Friendly and Approachable, Supportive and Community-Oriented, Enthusiastic and Passionate, Helpful and Customer-Focused

Brand Values

• •Community
• •Creativity
• •Customer Service
• •Quality and Value
• •Passion for Craft
• •Personal Touch

Best Practices

• •Embrace "Friendly Expert" Language: Write as if you're chatting with a fellow stitching friend who also happens to be very knowledgeable. Use warm, inviting language ("lovely," "enchanting," "cosy") combined with helpful tips and clear product information.
• •Prioritize Community: Regularly use inclusive language ("we," "us," "our community," "fellow stitchers"). Encourage interaction, sharing, and mutual support in all communications, reflecting the brand's core value of community.
• •Maintain the Personal Touch (Sues's Voice): Even as the brand might grow, retain elements of Sues's personal story and direct, caring approach. Signing off emails or posts from "Sues x" occasionally can reinforce this. Focus on the passion behind the business.
• •Be Genuinely Enthusiastic: Let the love for stitching and creativity shine through. Use positive and encouraging words. Share excitement about new products, techniques, or community achievements.
• •Focus on Support and Helpfulness: Ensure copy is not just about selling, but also about supporting the customer's crafting journey. Offer tips, answer potential questions proactively within product descriptions, and always highlight the availability of customer support.

Social Perception

Trusted Supplier, Supportive Community Hub, Personal and Caring, Good Value, Excellent Service Provider

Copy Examples

• •Instagram Post (New Kit Arrival): "Hello, lovely stitchers! 🧵✨ Just look what’s landed at Cotton Club Crafts! This enchanting [Kit Name] kit is brimming with [details, e.g., vibrant colours, intricate details] and is just waiting for your creative touch. We can already imagine the beautiful masterpieces you'll create! Find it in the 'New Arrivals' on our website – link in bio! Happy stitching! Sues x #CottonClubCrafts #NewKit #CrossStitchLove #CraftCommunity #StitchersOfInstagram"
• •Facebook Post (Community Engagement): "It’s #ShowYourStash Saturday in the Cotton Club Crafts Community! 🎉 We absolutely ADORE seeing what you’re all working on. Pop a picture of your current WIP (work in progress) or your latest finish in the comments below. Let's inspire each other and share the stitching joy! Not a member of our free Facebook group yet? Join our friendly bunch here: [Link to FB Group] #StitchingCommunity #CraftTogether #CrossStitchFriends #WeekendCrafting"
• •Email Newsletter Snippet (Membership Highlight): "Looking for a little extra stitching magic each month? ✨ Our Stitchers Circle is a cosy spot packed with over 70 exclusive patterns (with new ones added all the time!), fun stitch-alongs, a lovely 10% off nearly everything in store, and the most supportive group of fellow crafters you could wish for. Come join our happy stitching family! [Link to Membership Page] Your needle and thread will thank you! Warmly, Sues and the Cotton Club Crafts Community."
• •Product Description (for a beginner-friendly kit): "New to cross stitch or looking for a wonderfully relaxing project? Our [Kit Name] is perfect for you! With easy-to-follow charts, pre-sorted threads, and everything you need to get started, you'll be creating something beautiful in no time. We're always here to help if you have any questions on your stitching journey. Let's make something lovely together! #BeginnerCrossStitch #EasyCrafts #MindfulStitching #CottonClubCrafts #CraftKits"
• •Website Banner (General Welcome): "Welcome to Cotton Club Crafts – your cosy corner for all things cross stitch! Find beautiful kits, discover new favourites, and be part of our friendly stitching community. We're so glad you're here! [Link to Shop/New In]"