Brand Tone

Friendly & Personable, Enthusiastic & Passionate, Community-Focused & Collaborative, Authentic & Genuine

Brand Values

• •Community Building
• •Passion for Craft
• •Quality & Curation
• •Support for Artisans
• •Generosity

Best Practices

• •Always Speak from a Place of Passion: Use enthusiastic, positive, and descriptive language. Instead of "New fabric in stock," try "We re overjoyed to release this stunning new fabric!" Your excitement is contagious.
• •Put Community First: Regularly feature customer projects (with permission), tag collaborating designers, and use inclusive language like "we," "us," and "our stitching family." Ask questions to encourage interaction and make your audience feel seen and heard.
• •Maintain a Personal Voice: Write as if you are talking to a friend. Use a conversational style and don't be afraid to share personal anecdotes or behind-the-scenes glimpses. The personal connection to Theresa is a key brand asset.
• •Tell the Story Behind the Products: Don't just sell an item, sell the experience. Explain why you chose to stock a particular designer, what you love about a specific thread color, or the inspiration behind a hand-dyed fabric. This adds value beyond the product itself.
• •Emphasize Connection and Experience: Whether promoting a product or an event, focus on the feeling it evokes. A kit isn't just a kit; it's a "relaxing weekend project." A retreat isn't just an event; it's a chance to "make lifelong stitchy friends." Connect your brand to the positive emotions of the craft.

Social Perception

Daisy Chain Stitchery is perceived as a beloved community hub, a trusted and respected brand, and provides high-quality service.

Copy Examples

• • ✨ Look what s fresh from the dye pots! ✨ We re so excited to share the latest batch of Whoopsie Daisy Designs fabric. This dreamy colourway is called 'Summer Dusk' and it has the most beautiful, subtle mottling. We simply can t wait to see what gorgeous projects you all create with it. Let us know in the comments what you would stitch on this!
• •Hello lovely stitchers! Have you missed us? We've missed you! We're back from our break and feeling so inspired. And speaking of inspiration, we're thrilled to officially announce the dates for our Spring Stitching Retreat! Get ready for a weekend of friendship, laughter, and of course, so much stitching. Spots are very limited, so grab your stitchy bestie and get ready!
• •Here at Daisy Chain Stitchery, we believe in celebrating the amazing artists in our community. That s why we re so proud to be a stockist for the incredible Plum Street Samplers. Each pattern is a story waiting to be stitched. Come explore the collection and support a wonderfully talented designer!
• •The perfect weekend project has arrived! This charming 'Garden Sparrow' kit by Blackbird Designs has everything you need to create a little piece of magic. It includes the pattern, Weeks Dye Works threads, and a lovely piece of linen. It s a truly joyful stitch from start to finish we know you'll love it as much as we do. Happy stitching!
• •Join me for a cozy chat and a cup of tea in my latest Flosstube video! I ll be sharing a little haul from some other wonderful Aussie creators, giving you a sneak peek at our retreat goodie bags, and showing you my progress on my current WIP. So glad you're here!