Brand Tone

Nurturing and Encouraging, Passionate and Enthusiastic, Community-Focused and Welcoming, Inspirational and Whimsical

Brand Values

• •Creativity and Self-Expression
• •Community
• •Quality
• •Passion
• •Generosity and Education

Best Practices

• •Lead with Emotion, Support with Detail: Start with words like 'love,' 'magic,' 'create,' and 'inspire.' Follow up with the practical details (e.g., 'high-quality cotton,' 'easy-to-follow instructions') to ground the passion in quality.
• •Use 'We' and 'Our Community': Always write as if you are part of a shared journey with the customer. This reinforces the core value of community and makes the brand feel personal and approachable.
• •Frame Products as Experiences: Don't just sell a kit; sell the experience of 'a cozy afternoon of crafting' or the joy of giving a 'handmade gift.' Focus on the creative potential and the feeling the customer will get.
• •Ask Engaging Questions: In social media captions, encourage interaction by asking questions like 'What will you create?' or 'What does crafting mean to you?' This invites the community to share and connect.
• •Maintain a Whimsical Vocabulary: Consistently use a charming and slightly magical vocabulary. Words like 'enchanting,' 'whispers,' 'dreams,' 'sparkle,' and 'charm' will solidify the brand's unique, inspirational identity across all platforms.

Social Perception

Perceived as a Trusted Authority and a Community Hub, offering High-Quality and Reliable products, and an Inspirational and Charming brand.

Copy Examples

• •Whispers of spring have arrived at Etu! ✨ Our new floral fabric collection is blooming with possibilities. Imagine the dresses, quilts, and little pouches you could bring to life. We believe every stitch holds a story. What will yours be? #EtuRetrosaria #CreateWithLove #FabricDreams
• •Have you always wanted to learn to sew? Your journey starts here! Join our 'Sewing with Magic and Love' beginner's workshop and turn that 'I wish I could' into 'I did!' We provide the materials, the guidance, and a warm, welcoming community. All you need to bring is your curiosity. Limited spots available – book yours now and let's create together!
• •Your Next Creation Starts Here. Kits, fabrics, and endless inspiration for the passionate crafter. Welcome to our community!
• •Stitch a little holiday magic with our Christmas Gnome Kit! This enchanting project has everything you need to create your very own festive guardian. Perfect for a cozy afternoon of crafting or as a heartfelt, handmade gift. Inside, you'll find high-quality fabrics, step-by-step instructions, and a sprinkle of Etu charm. Let's make this season unforgettable, one stitch at a time.
• •A little magic for your inbox ✨ Free pattern inside!