Brand Tone

Warm, curatorial, and community-centric. It is welcoming, aspirational yet accessible, and passionate and purpose-driven.

Brand Values

• •Support for Small & Local Enterprise
• •Thoughtful Curation
• •Celebration of Simple Pleasures
• •Authenticity
• •Canadian Identity

Best Practices

• •Lead with the "Why": Always connect products back to the brand's core values. Don't just sell a product; sell the story behind it. Example: "This isn't just a mug; it's a morning ritual crafted by a potter in Northwestern Ontario."
• •Use "Curator" Language: Employ words that reinforce the brand's role as a tasteful editor. Use phrases like "Thoughtfully selected," "Our latest discovery," "A hand-picked collection," and "Our favourite finds."
• •Amplify the Makers: Whenever possible, tell the story of the people behind the products. Mention if a brand is women-owned, the province it's from, or a unique detail about its creation process. This builds trust and adds value beyond the physical item.
• •Speak Directly to the Customer: Maintain a warm, one-on-one conversational tone. Use "you" and "your" frequently to make the customer feel seen and understood. Frame products as solutions to their needs for comfort, beauty, or gift-giving.
• •Embrace the "Small Town" Identity: Don't shy away from the brand's roots. Use this identity to signify authenticity, trust, and a slower, more intentional approach to retail. It's a key differentiator from large, impersonal e-commerce sites.

Social Perception

Perceived as a trusted local curator with a sophisticated eye. Customers view it as a go-to source for unique gifts and personal treats not found in big-box stores, offering a premium but not exclusive experience. It projects a personal feel, encouraging loyalty by supporting real people and a network of small creators. The brand is seen as quiet, confident, and relying on product quality.

Copy Examples

• •Slow down your Sunday. ✨ There’s nothing like the soft glow and gentle scent of a hand-poured candle to make your space feel like a sanctuary. This one, from an amazing woman-owned candlemaker in the Rockies, has notes of cedar and vanilla—like a hug for your home. Tap to bring that small-town boutique feeling home. #CanadianMade #ShopLocal #CozyHome
• •Curated for a Life Well-Lived. Discover thoughtfully chosen decor, self-care, and gourmet treats from the best small businesses across Canada. Your new favourite thing is waiting.
• •Why just moisturize when you can indulge? This luxurious body cream is crafted in small batches in British Columbia, using only natural ingredients to soothe and nourish your skin. It’s more than just a lotion; it’s your daily ritual for self-care. Free from parabens and sulfates. Proudly women-owned and Canadian.
• •The Perfect Gift Does Exist. Tired of searching for a gift that truly feels special? At finishing touches, we’ve done the curating for you. From artisanal chocolates to handcrafted decor, every item in our collection is chosen from the heart, supporting small Canadian makers along the way. Shop our gift guide and give something with a story.
• •A little something from us to you ✨ | New Arrivals Inside Hey friend, we’ve just added some beautiful new pieces to the shop we think you’ll love.