Brand Tone

Friendly, encouraging, authentic, welcoming, approachable, educational, empowering, passionate, personal, calm, and mindful.

Brand Values

• •Craftsmanship & Quality
• •Creativity & Self-Expression
• •Community
• •Authenticity & Transparency
• •Well-being

Best Practices

• •Lead with the "Why": Always connect the product or content back to the core values of well-being, creativity, and finding calm. Start with the feeling, then introduce the product.
• •Use "You" and "We": Write in a conversational style that speaks directly to the customer ("If you've ever felt...") and fosters a sense of community ("Let's create together...").
• •Embrace Storytelling: Every piece has a story. Whether it's the inspiration behind the design or a behind-the-scenes look at its creation, weave a narrative to create an emotional connection.
• •Maintain Visual & Verbal Consistency: Use a consistent set of warm, gentle, and encouraging words (e.g., "cozy," "calm," "mindful," "create," "joy") and emojis (e.g., ✨, 🌿, 🤍) that match the brand's visual aesthetic.
• •Balance a Call to Action with a Call to Connect: While the goal may be to sell a product or drive views, always include an engagement prompt. Ask questions, invite followers to share their work, and encourage conversation to build the community, which in turn builds brand loyalty.

Social Perception

Highly positive, focusing on high-quality, unique art, excellent educational content, a relatable creator, and a trustworthy, easy-to-work-with persona.

Copy Examples

• •(Image: A new, intricate macrame wall hanging in a beautifully lit room) Caption: Introducing ‘The Solstice’ wall hanging. ✨ I poured so many quiet moments and peaceful intentions into this piece, knot by knot. It was designed to be a gentle reminder to slow down and bring a little handmade warmth into your home. Made with 100% recycled cotton, because creating beautiful things shouldn't come at the expense of our beautiful planet. See all the details in the shop. Link in bio. 🌿 #FiberArtbyChels #MacrameDecor #HandmadeHome #CozyVibes #SlowLiving
• •Title: Easy DIY Macrame Plant Hanger | Perfect for Beginners! Description: Have you always wanted to try macrame but felt too intimidated to start? This tutorial is for you! We'll walk through three basic knots to create a beautiful, functional plant hanger in under an hour. I truly believe everyone has a creative spark, and my goal is to help you find yours. Grab a cord, and let's make something lovely together. Full list of materials and links in the description below! Don't forget to subscribe and share your creations with me on Instagram @fiberartbychels!
• •For me, fiber art began during late nights and early morning nap times—a way to find a moment of calm and creativity in the beautiful chaos of new motherhood. What started as a personal therapy has blossomed into a passion for sharing that same sense of peace with you. Every piece from Fiber Art by Chels is more than just decor; it's a story, a moment of stillness, and a touch of handmade joy for your space.
• •Subject: Your Weekend Project Awaits! Hi creative friend, This week on the blog, I’m sharing my top 5 tips for getting your macrame tension just right. But more importantly, I want to see what YOU are making! I’m always so inspired by this wonderful community. Tag your work-in-progress or finished pieces with #MadeWithChels on Instagram. At the end of the month, I’ll feature a few of my favorites in our newsletter! Happy knotting, Chelsea
• •Headline: Bring Handmade Beauty Home. Body: Your home is your sanctuary. Why not fill it with pieces that tell a story? Fiber Art by Chels offers unique, handcrafted macrame decor designed to create a calm and cozy atmosphere. Each piece is made with intention, care, and a little bit of mama-made magic. Shop our limited collections today.