Brand Tone

passionate, authentic, culturally appreciative, and informative

Brand Values

• •Authenticity: Offering genuine Australian Aboriginal designs and high-quality hand-dyed fabrics.
• •Ethical Sourcing & Fair Compensation: Ensuring Aboriginal artists are fairly compensated for their creative contributions.
• •Quality: Providing high-quality cottons, rayons, linens, and silks with a focus on fine materials and vibrant, lasting colors.
• •Cultural Appreciation & Storytelling: Highlighting the stories and cultural significance behind the Aboriginal fabric designs.
• •Customer Satisfaction: Demonstrating a commitment to excellent customer service, fast shipping, and providing a delightful experience for fabric enthusiasts.
• •Passion for Craft: A clear love for fabrics and the quilting/sewing arts, aiming to inspire and equip fellow enthusiasts.

Best Practices

• •Embrace Storytelling: Continue to weave the narratives behind the Aboriginal designs and the artists into product descriptions, blog posts, and social media. This reinforces authenticity and cultural appreciation.
• •Use Passionate & Evocative Language: Employ words that convey enthusiasm for the craft and the beauty of the fabrics (e.g., "delicious," "vibrant," "exquisite," "dream to work with," "breathtaking").
• •Highlight Ethical Sourcing: Subtly remind customers of the commitment to fair compensation for artists, reinforcing the brand's values. This can be done in "About Us" sections, occasionally in product descriptions, or in broader brand messaging.
• •Maintain a Friendly & Informative Voice: Address the audience as fellow "fiber enthusiasts." Provide useful information about fabric care, project ideas, and the origins of the designs, positioning Fabrilish as a knowledgeable and helpful resource.
• •Ensure Visual & Textual Harmony: The vibrant and unique nature of the fabrics should be matched by equally engaging and descriptive copy. Ensure imagery on the website and social media is high quality and accurately reflects the fabric, with copy that enhances the visual experience.

Social Perception

Fabrilish is perceived very positively by its customers and the broader online crafting community as a brand that provides high-quality & unique products, is trustworthy & ethical, has excellent customer service, is inspiring & culturally rich and is a go-to source for specific types of fabric like Australian Aboriginal prints.

Copy Examples

• •Headline: Dive into a Dreamtime Story: Discover Authentic Aboriginal Fabrics. Body: Each thread tells a tale. Our collection of genuine Australian Aboriginal fabrics, designed by talented artists who are fairly compensated, brings ancient stories and vibrant landscapes to your creative hands. Feel the spirit, stitch the dream. What story will you tell?
• •Social Media Post: From the heart of Australia to your sewing room! ✨ We're so excited to share this stunning new Bush Tomato design by Cindy Wallace. The colors are even more vibrant in person, and the soft cotton is a dream to work with. Imagine the incredible quilts, garments, or home decor you could create! #Fabrilish #AboriginalFabric #TextileArt #SewingInspiration #EthicalCraft
• •Product Description Snippet (for a Batik): Hand-dyed artistry in every yard. This exquisite Indonesian Batik features intricate patterns and a depth of color that only traditional techniques can achieve. Perfect for projects that demand a touch of global elegance and soul. Let these unique swirls inspire your next masterpiece.
• •Email Subject: More Than Just Fabric – It’s a Connection. Email Body: Dear [Customer Name], At Fabrilish, we believe fabric is more than just material; it’s a connection to cultures, stories, and the artists who create them. Explore our latest arrivals of breathtaking Australian Aboriginal designs and rich, hand-dyed Batiks. Find the piece that speaks to you and start your next beautiful journey.
• •Website Banner: Fabrilish: Where Passionate Stitchers Find Extraordinary Fabrics. Discover hand-selected collections that celebrate artistry, quality, and the joy of creating.