Brand Tone

Authentic, Warm, and Story-driven

Brand Values

• •Ethical & Fair Trade
• •Artisan Empowerment & Cultural Preservation
• •Quality & Craftsmanship
• •Sustainability
• •Community & Connection

Best Practices

• •Lead with the "Why": Always start with the brand's core values. Before describing a product's features (what it is), explain its origin and purpose (why it matters). Focus on the ethical sourcing, the artisan partnership, and the cultural story. This emotional connection is your strongest asset.
• •Use Story-Driven Language: Instead of "high-quality blanket," use phrases like "a story woven by artisan hands." Profile the artisans (with their permission), share details about the region, and explain the traditional techniques. This makes the brand and its products more memorable and authentic.
• •Emphasize a "We" Mentality: Write copy that includes the artisans as part of the brand. Use "we" and "our" to refer to the collective of the Canadian-based family and the Ecuadorian artisan families. For example, "Together, we craft each piece with care". This reinforces the value of partnership over appropriation.
• •Focus on Sensory and Emotional Words: Use descriptive language that evokes feeling. Words like soft, cozy, warm, luxurious, heart, soul, passion, love, and embrace are powerful and align with the brand's warm tone. Connect the product to an emotional benefit, such as comfort, beauty, or the pride of owning something meaningful.
• •Maintain Transparency and Honesty: Be direct and clear about your practices, as seen in the brand's FAQ section. If a product is a blend, state it clearly. If it's made by the founders in Canada, celebrate that too. This transparency builds trust and justifies the premium quality and price of the products.

Social Perception

Trusted for Quality and Ethics, Appreciated for Authenticity, Seen as a Source of Unique and Cherished Items

Copy Examples

• •More than a blanket, it's a story woven with generations of skill and heart. In the Andes of Ecuador, our partner artisans like Maria don't just create textiles; they share a piece of their heritage. Every thread tells a tale of tradition and resilience. When you wrap yourself in a Fancy Alpaca throw, you're embracing a legacy of craftsmanship. #FancyAlpaca #EthicalFashion #HandmadeWithLove #ArtisanMade #Ecuador
• •From the Soul of the Andes to the Heart of Your Home. Discover the warmth of ethically sourced alpaca wool, handcrafted with passion by our artisan families in Ecuador. Wrap yourself in a story.
• •Feel the whisper-soft embrace of the Andes. This luxurious shawl is handcrafted by a small family of artisans in Otavalo, who pour their heart and soul into every piece. Made from a premium blend of hypoallergenic alpaca wool, it's not only incredibly warm and lightweight but also a testament to sustainable fashion. Perfect for a cool evening or as an elegant wedding wrap, its timeless design carries the spirit of its makers. By choosing this shawl, you're helping to empower a community and keep their traditions alive.
• •This isn't just a sweater, it's a warm hug from Ecuador.
• •Cold floors? Meet cozy toes. ✨ Our best-selling alpaca wool blankets are back in stock! Ethically made by our partner families in Ecuador, each one is a masterpiece of comfort and craftsmanship. Support fair trade and bring the warmth of the Andes home. Shop now for free shipping on orders over $100!