Brand Tone

Expert & Knowledgeable, Curated & High-Quality, Inspiring & Creative, Boutique & Welcoming, Passionate & Reverent

Brand Values

• •Preservation of Heritage
• •Quality and Exclusivity
• •Customer Inspiration and Enablement
• •Expert Customer Service
• •Appreciation for Craftsmanship

Best Practices

• •Lean into Heritage: Consistently highlight the Hyman Hendler connection and the rich history of the products. This is a unique selling proposition.
• •Showcase Expertise: Use language that reflects deep knowledge of materials, techniques, and historical context. Position staff as passionate experts.
• •Inspire, Don't Just Sell: Focus copy on the creative possibilities the trims unlock. Use evocative descriptions and ask engaging questions.
• •Maintain the Boutique Voice: Even in digital communications, aim for a tone that is personal, curated, and attentive, mirroring the in-store experience.
• •Visual Storytelling is Key: Given the nature of the products, high-quality imagery and videos showcasing the texture, color, and application of the trims would be highly effective, especially if a more active social media presence is developed.

Social Perception

East Coast Trimming is perceived as a specialty store, a destination for high-quality, unique, and often vintage ribbons and trims, especially those from the historic Hyman Hendler collection. It is seen as a valuable resource in NYC's Garment District, particularly for designers, serious crafters, and those seeking specific or historically significant items. Customers and industry commentators appreciate the knowledgeable staff and the store's role in preserving and making accessible a significant piece of fashion/craft history. It's viewed as a well-curated, boutique-style shop with a pleasant shopping environment.

Copy Examples

• •Unearth a legacy of design. East Coast Trimming is the proud home of Hyman Hendler's exquisite ribbon collection, est. 1900. Get Trimspired today.
• •Your vision, our adornments. From rare vintage finds to timeless classics, discover the perfect trim to elevate your creations. Expert advice included.
• •Step into a world of inspiration. Our Garment District boutique offers an unparalleled selection of fine ribbons and trims. What will you create?
• •More than just ribbon, it's a piece of history. We lovingly preserve and present the world's most beautiful trims for designers and creators like you.
• •Seeking that unique, elusive embellishment? Our curated collection and knowledgeable staff are here to help you find the extraordinary at East Coast Trimming.