Brand Tone

Friendly, Welcoming, Passionate, Knowledgeable, Traditional, Family-Oriented, Supportive, and Community-Focused

Brand Values

• •Customer Happiness
• •Quality and Variety
• •Expertise and Service
• •Community and Connection
• •Tradition and Family
• •Passion for Craft

Best Practices

• •Embrace "Family" and "Community": Regularly use terms that evoke a sense of belonging, shared passion, and personal connection. Refer to the business as family-run.
• •Be Genuinely Helpful and Enthusiastic: Let the passion for crafting shine through. Offer tips, advice, and encouragement. The tone should feel like a friendly expert who is excited about the customer's projects.
• •Maintain a Warm and Approachable Voice: Use welcoming language. Avoid overly formal or technical jargon unless explaining something specific where clarity is key. Contractions (e.g., "we're," "it's") can help create a more conversational feel.
• •Share Your Story and Heritage: Weave in mentions of the shop's history and the mother-son duo. This reinforces the values of tradition and family.
• •Encourage Interaction and Sharing: Actively invite customers to share their creations, ask questions, and join the online community, mirroring the welcoming atmosphere of their physical store and past clubs.

Social Perception

Positive Customer Experiences, Established Local Presence, Knowledgeable and Friendly Staff, Community Hub

Copy Examples

• •Headline: Your Next Creative Adventure Starts Here at Emm's! Body: "Whether you're a seasoned stitcher or just picking up your first pair of needles, our family is here to help you find everything you need. From the softest yarns to the most vibrant fabrics, let's make something beautiful together!" Call to Action: Explore Our Collections / Visit Us in Droitwich!
• •Headline: Two Generations of Passion, Woven into Every Spool. Body: "Since 1995, Emm's Haberdashery has been more than just a shop – it's a legacy of love for all things craft. Discover quality supplies hand-picked by our family, for yours." Call to Action: Learn Our Story / Shop New Arrivals
• •Headline: Got a Project in Mind? We're Here to Help! Body: "Stuck on a pattern? Not sure which fabric will bring your vision to life? Debbie and Sam are always happy to share their knowledge and a friendly chat. Your crafting success is our greatest joy!" Call to Action: Ask Us Anything / Browse Our Notions
• •Headline: More Than Threads & Fabrics – It’s a Community. Body: "Remember our Knit and Natter days? We still cherish that spirit of connection! Join our online family for inspiration, tips, and the joy of shared creativity. We love seeing what you make!" Call to Action: Follow Us on [Social Media Link] / Share Your Makes!
• •Headline: From Our Family to Yours: The Finest Haberdashery, Just a Click Away. Body: "Experience the charm of a local, family-run haberdashery, no matter where you are. We're passionate about bringing you a delightful selection and a warm shopping experience, online and in-store." Call to Action: Shop Online Now / Plan Your Visit