Brand Tone

Artisanal, Luxurious, and Personal, emphasizing authenticity, high-quality, passion, and a visually driven, minimalist approach.

Brand Values

• •Ethical Craftsmanship
• •Quality and Longevity
• •Sustainability
• •British Design Sensibility

Best Practices

• •Lead with the "Why": Always start with the brand's core values—ethical production, artisanal craftsmanship, and the founder's passion. Frame products not just by what they are, but by *why* they exist.
• •Use a Luxurious and Tactile Vocabulary: Consistently use words that evoke touch and quality. Terms like "sumptuous," "butter soft," "jewel-like," "hand-finished," and "exquisitely soft" reinforce the premium nature of the product.
• •Tell the Nepal Story Often: The connection to Nepalese artisans is the brand's most unique selling proposition. Weave this narrative into social media posts, product descriptions, and "About Us" content to build an emotional connection and justify the premium price point.
• •Balance "Timeless" with "Modern": While the quality is timeless, the brand aims for a modern, fashion-focused appeal. Use copy that reflects this duality, for instance: "Classic shapes, updated with vibrant, unexpected color" or "The heritage craft you love, in a minimalist design for today."
• •Maintain a Personal and Authentic Voice: Write as if the founder is speaking directly to the customer. Use "we" and "our" to create a sense of a small, passionate team. Share behind-the-scenes content and testimonials that feel genuine and unscripted.

Social Perception

The brand is perceived as positive, with customers praising quality, softness, and unique designs. It is seen as aspirational yet accessible due to sales, and has celebrity association. Areas for improvement include issues with returns during sales and shipping costs.

Copy Examples

• •Beyond softness. It's a story woven by hand. Each of our scarves begins with the finest Mongolian cashmere and is brought to life by artisans in Kathmandu. This isn't just a layer for warmth; it's a piece of heritage designed in England to be treasured for a lifetime. Discover the art of true cashmere. #CrumpetCashmere #HandmadeLuxury #EthicalFashion #CashmereScarf
• •It all started with a journey to Kathmandu... Over twenty years ago, our founder Zara fell in love with the incredible craftsmanship of Nepalese artisans. That journey sparked a passion: to create timeless, ethically-made cashmere that you'll love and wear for years. We don't mass produce. We create in small, considered batches, ensuring every stitch is perfect. Thank you for being part of our story. [Shop Our New Arrivals]
• •An icon, reimagined in the world's finest cashmere. Our Breton sweater combines timeless British style with the unmatched softness of Inner Mongolian yarn. Expertly hand-finished in Nepal, its relaxed fit and sumptuous feel make it more than a staple—it's an everyday luxury. Designed for effortless elegance, year after year.
• •Luxury that feels good, inside and out. Choose fashion that honors its makers. At Crumpet Cashmere, we partner with talented artisans in Nepal, producing our collections in small, sustainable runs. Feel the difference of premium, ethically-sourced cashmere. Wear a story of craftsmanship and care. Shop Ethical Knitwear
• •The Art of Slow Luxury. The Joy of a Surprise Find. Explore our sister site, Crumpet CHOWK, for exclusive one-offs and repurposed cashmere pieces from the heart of Kathmandu, at prices you'll love. Discover the Deals