Brand Tone

Inspirational, passionate, and educational. Friendly and approachable, aiming to share a deep love for knitting and its heritage with an evocative, expert, and authoritative voice that feels like sharing knowledge among friends.

Brand Values

• •Authenticity and Heritage
• •Craftsmanship and Quality
• •Community and Education
• •Creativity and Innovation
• •Inspiration from Nature

Best Practices

• •Lead with Passion and Story: Always connect the product to a deeper emotion or narrative. Whether it's the inspiration behind a color or the history of a stitch, storytelling should be at the forefront.
• •Use Evocative, Sensory Language: Describe the feel of the yarn ("incredibly soft," "next-to-skin softness") and use imagery that transports the reader to the Scottish landscape ("wild free mountains," "moody blues of a Scottish sea").
• •Emphasize Heritage and Authenticity: Regularly mention the Scottish origins, the history of the craft, and the expertise behind the brand. Use phrases like "Scottish heritage," "timeless craft," and "croft to couture" to reinforce these values.
• •Maintain an Educational and Encouraging Tone: Position the brand as a knowledgeable guide. Share tips, explain techniques, and encourage knitters of all levels. Frame challenges as joyful opportunities for growth.
• •Foster a Sense of Community: Use inclusive language ("join us," "fellow knitters," "our community"). Ask questions to encourage engagement and feature user-generated content to make customers feel like part of the brand's story.

Social Perception

Overwhelmingly positive. Perceived as an authority in knitting, especially concerning Gansey knitting and Scottish heritage. Valued for exceptional quality and softness of yarn. Seen as a luxury craft brand that successfully blends tradition with contemporary style through high-fashion collaborations. Perceived as being run by passionate individuals genuinely invested in their craft and community.

Copy Examples

• •Introducing 'Storm Petrel,' our newest shade in the Lalland Lambswool collection. Inspired by the deep, moody blues of a Scottish sea, this color tells a story of wild coastlines and dramatic skies. Each skein is spun with the soul of Scotland, waiting to be transformed by your hands. What will it become for you? #DiGilpinKnitwear #ScottishYarn #Knitspiration
• •From our studio to your needles. Discover the 'Carrington Sweater,' a design that weaves together tradition and modern style. With its intricate Tree of Life lace and traveling cables, this pattern is a joyful challenge for the passionate knitter. Wrap yourself in a story of Scottish heritage. Download the pattern today and cast on a piece of art.
• •Unlock the secrets of Gansey knitting. Join Di and Sheila for an intimate workshop where we’ll explore the history and techniques of this timeless craft. Perfect for those looking to deepen their skills and connect with fellow knitters. Spaces are limited to keep it personal. Book your spot and let's create something beautiful together.
• •The Seol Gansey Mittens Kit: A small project with a grand soul. This kit contains everything you need to knit a masterpiece for your hands, featuring our signature Lalland lambswool that’s as soft as it is vibrant. A perfect weekend project or a heartfelt gift. Experience the pride of 'croft to couture' craftsmanship.
• •Di Gilpin: Wear a Story. Our knitwear is more than just yarn; it's the landscape of Scotland, the history of its people, and a passion for craft woven into every stitch. Explore our collection of luxurious yarns and timeless patterns.