Brand Tone

Traditional, Passionate, and Trustworthy

Brand Values

• •Legacy & Heritage
• •Quality & Authenticity
• •Customer Dedication
• •Passion for Collecting

Best Practices

• •Lead with the "Why": Always connect the products back to the core values of tradition, family, and passion. Don't just sell a plate; sell a "new piece for your family's tradition" or a "testament to timeless craftsmanship."
• •Use Storytelling: Incorporate the brand's history and the history of the products whenever possible. Mentioning the founding year (1982) or the year a collection started (e.g., 1908 for Christmas plates) reinforces legacy and authenticity.
• •Emphasize Trust and Service: In transactional copy (product pages, checkout), use reassuring language like "handled with care," "fully insured shipping," and "here to help" to build confidence, especially with an international audience.
• •Speak the Collector's Language: Use terms like "curated," "edition," "heirloom," "authenticity," and "craftsmanship." This shows you understand and respect the customer's passion and knowledge.
• •Maintain Visual Consistency: Ensure that photography and graphics are clean, professional, and elegant. The visual tone must match the written tone—timeless and high-quality. Avoid overly trendy or cluttered designs.

Social Perception

The perceived image of Dan Plate Trading is that of a highly specialized and reliable legacy retailer. It is seen as a niche authority in European collectible plates and figurines, projecting an image of security and trustworthiness, and appealing to collectors who value tradition, history, and craftsmanship.

Copy Examples

• •A Tradition Continues: The 2025 Royal Copenhagen Christmas Plate has Arrived. For over a century, these plates have captured the magic of a Danish Christmas. The 2025 edition is a testament to timeless craftsmanship and cherished memories. Continue your family's collection or start a new tradition today. Explore the story behind this year's design on our website. Shop the Legacy.
• •From Our Family to Yours, Since 1982. Curating Europe's finest collectible plates with a passion for quality and a commitment to personal service. Discover the Collection.
• •A Collector's Preview: The Georg Jensen 2025 Annual Ornament. Dear [Customer Name], As a valued member of the Dan Plate Trading family, we are delighted to offer you an exclusive first look at the 2025 Georg Jensen Christmas Mobile. Every piece tells a story of artistry and elegance. Thank you for sharing our passion for timeless treasures. Reserve Yours Now.
• •Bing & Grondahl 2025 Mother's Day Plate - A Legacy of Love. More than just a plate, this is a cherished tradition since 1969. Each edition is a unique expression of maternal love, rendered in the iconic blue and white underglaze. A perfect tribute to the enduring bond it represents. Shipped with the care and insurance a future heirloom deserves.
• •What started as a love for exquisite objects in 1982... has grown into a three-generation family legacy. Founder Anna-Grethe Qvortrup's passion for quality is the foundation of everything we do at Dan Plate Trading. Today, we continue her mission: delivering timeless collectibles and exceptional service to collectors around the world. Read Our Story.